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Most Common Print Media-Buying Myths
Buying remnant advertising in print media can be very effective at targeting your audience and getting response for your ads. That being said, there are common print media-buying myths that discourage many brands from seeing the benefits of newspaper advertising. While these myths may seem realistic, they are all false. Here are the top myths about media-buying services that don’t hold up.
Top Print Media-Buying Myths
It Is Dying if Not Already Dead
For years, the myth that print media died with the rise of online media has held back businesses from exploring the benefits of buying newspaper ads. Statista predicts the global magazine publishing revenue will remain stable from approximately $97.1 billion in 2013 to $98.1 billion in 2018.
It Cannot Accurately Target Audience
Facebook, Twitter, Instagram, Snapchat and other social media platforms may seem to target audiences easier, but print advertising allows you to choose in which magazines you want your ad placed. Frequent readers of those magazines have a particular demographic and interest, allowing you direct access instead of losing your ad among the hundreds or thousands of digital ads on social media.
It’s Too Much Work for Customers
It is often believed that using print requires customers to take extra steps to follow through, discouraging them from following through due to the amount of work required. That is another myth of print media ads. Unlike digital advertising, there are no quick links for more information, customer reviews, or easy sign-up pages, but print is more productive to advertising as it requires a personal touch that appeals to customers. Print ads also need to be more direct and detailed and often grant customers discounts when they call.
It’s Too Expensive
The advertising industry is constantly changing and the costs have followed suit. There are some media options that have been made more affordable and available than before, and not every marketing plan comes with a huge media budget. Although it may seem that printing and production costs make print media way more expensive than digital advertising, print media buying agencies are a huge help to reducing the costs. These agencies can negotiate better rates and can help you get a better understanding of potential sales and future earnings from your ad. Never trust the rate card values, which can be confusing and hard to read. Instead, seek help from professional media buyers, who are experts with negotiating rates to meet your budget.
Macromark’s Newspaper/Media Buying Services
Now that you recognize the importance and relevance of print media buying in today’s marketing world, it’s a good idea to seek guidance and support from professionals who know how the process works. At Macromark, our experts can help you negotiate rates to meet your budget so you are getting the most out of your media-buying strategy. For the past 30 years, we have been informing clients of the benefits of this method, and it has been profitable for both parties. We can make this strategy work for your business as well. If you want to learn more about the benefits of advertising through print newspapers, call us at 1(845) 230-6300.
Source:
“Daily time spent reading magazines per capita in the United States from 210 to 2018 (in minutes), Statista, last accessed January 26, 2017; https://www.statista.com/statistics/186944/us-magazine-reading-habits-since-2002/.
David Klein
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