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Use Print to Drive Other Advertising Platforms
Trends are easy to fall in love with, and the digital trend is obviously here to stay, as it should. Digital platforms have defined this era much like print advertising dominated in the time before. But have advertisers been too hasty in pushing print to the backburner? We argue that yes, they have, and we strongly suggest that advertisers better utilize print to bolster other marketing platforms.
Benefits of Print Advertising
On its own, a print newspaper ad is still a viable means of advertising. Some of its most immediate benefits include:
Credibility
There’s something about banner ads that is off-putting and leaves consumers somewhat weary. None of those concerns are really present in print advertising. There’s a strong sense of legitimacy with every ad, and readers are more confident that whatever is on that page has been properly vetted.
Tangibility
It’s hard to replicate the sensation of something physical. Whether it’s a newspaper or a magazine, the feeling is unmatched. On top of that, a newspaper or magazine physically stays with the reader for much longer than an online page. This makes the potential of regularly revisiting the content more likely.
Targeted
When publishing an ad in a print newspaper, you know the precise demographic. This means it’s possible to cater your advertising, which helps with engagement and, eventually, conversions.
Combining Print Advertising with Other Platforms
We’ve spoken a lot about the power of combining print with digital advertising, and recent research has shown that executing integrated campaigns leads to three times the return on investment as opposed to singular campaigns. More specifically, a newspaper ad is twice as effective as a TV ad and four times more effective than online advertising efforts.
With figures like those, it’s hard to figure out why print advertising has taken such a hit. Of course digital is a significant platform with many of its own advantages, and the present culture demands that digital advertising be a part of most campaigns, but let’s not be too hasty to diminish print advertising just yet.
More studies have shown that print is going through resurgence. Advertisers are becoming more aware of its relevance and effectiveness, and they are recognizing that they can improve engagement results through the print platform.
Macromark has long acknowledged the importance of print newspaper advertising. We help many of our clients find success in print advertising, particularly with remnant space advertising. If you’re unclear about how to incorporate print into your next campaign, contact us today.
Sources:
“Do advertisers need to fall in love with print again?” Campaign, August 16, 2016; http://www.campaignlive.co.uk/article/advertisers-need-fall-love-print-again/1405409#.
Newtek Business Services Inc., “Print is Dead? Not so Fast,” Forbes, June 28, 2012; http://www.forbes.com/sites/thesba/2012/06/28/print-is-dead-not-so-fast/#36a9d3085d32.
David Klein
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