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Is Print Advertising Still An Important Element in Marketing?

May 14th, 2014

It’s certainly no surprise that modern-day marketers have been doing everything in their power to connect with consumers on the internet. From Twitter to Vimeo and everything in between, social media has dramatically changed the marketing landscape.

Print Advertising

So where does that leave print advertising? You’d think that newspapers and magazines around the world would be out of business by now. But although there’s no doubt that print mediums have taken a hit, their presence in our lives is unquestionable. Print advertising still plays a very important role in marketing campaigns — and rightly so. At first glance, print ads may seem bland and inflexible. But the truth is, a successful campaign includes marketing initiatives in both web and print.

If you’re looking to get the word out about a new product or event, re-consider some of the benefits of print advertising before hopping on the social media bandwagon.

Longer Attention Spans

It’s a proven psychological fact that people have longer attention spans when they consume information that is presented in print. Whether that information comes in a book, brochure or newspaper — readers tend to retain more when they’re physically holding the information.

This is not to say that online marketing isn’t useful. But rather, web content is more effective when your intention is to get quick blurbs of information out to the masses. When delivering more complex messages, print is often the preferred medium.

Print Loyalty

Rarely do you hear of people being fans (in the traditional sense) of online blogs and general websites. However, we do hear of fan loyalty when it comes to newspapers and magazines. This is an extremely useful concept when trying to target a particular demographic. For example, those who regularly purchase ‘Readers’ Digest’ are most likely going to be a different demographic than those who are loyal readers of ‘The New Yorker’.

The great thing about print advertising is that its consumers often come back to the same publications over and over again. This allows marketers to deliver targeted messages to the same types of people on a consistent basis.

Diminishing Print Ads

Although it may seem counterproductive to jump on the print bandwagon when web media is the new “thing”, you can use the diminishing of print to your advantage. Many popular newspapers and magazines offer deals on ad space, since this revenue is much-needed for these publications to survive. As other companies flock to digital mediums, allow your message to shine in forums otherwise abandoned by narrow-minded marketers.

More Options for Print

Whereas online advertising is limited to websites and pop-up ads, print marketing can be executed on any surface — not just paper. It also allows for creativity that you wouldn’t be able to achieve in a digital forum. When looking for effective ad space, consider the following surfaces:

  • Banners/Flags/Tablecloths
  • Tradeshow Displays
  • Textiles
  • Decals (Stickers)
  • Wall Murals
  • Promotional Items: Mugs, Pens, T-Shirts

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