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Regardless of economic times and growth of Internet, it is believed that advertising through print media brings a definite competitive advantage.
The bottom line leaves nothing to imagination. Let’s say a company chooses not to communicate with customers when it enters the market. The result is that the prospective buyer will not even consider what that company offers. This is a fundamental truth in print media advertising.
As print media comprises of newspapers and magazines, let’s cover each of the segments.
Newspaper Advertising Overview
Paid-circulation newspapers have been a popular advertising medium for many years. Most local businesses use newspapers to advertise their goods and services, so do the big industrial giants. That is why almost every community is known to have its own newspaper. Most ads are cheap and low cost.
The downside is that there are over 1,600 paid-circulation daily newspapers in the U.S. In addition, there are thousands of additional local weekly papers.
That is why magazine advertising has more scope. Let’s discuss that next.
Magazine Advertising Overview
There are about 160,000 magazines published in the world. The large number of these magazines is somewhat misleading as it does not bring that many revenues. However, there is still a great deal of respect and demand for this traditional form of media advertising.
For the advertiser, there are many great advantages of print media advertising. The main fact is that they can target a specific audience. This is in spite of the fact that magazines have lesser coverage as compared to national newspapers.
Advantages of print media advertising:
Specific Target Audience:
In print media, the advantage of catering to specific target audience opens up countless opportunities to enhance sales figures. A fashion magazine would highlight cosmetic products and fashion accessories. At the same time, a sports magazine would display sports related ads to cater to its readers. There is no wastage of resources as ads get to reach the target audience.
Loyal Readerships:
In the print media industry, readership is mostly longstanding and loyal.
Special Ad Positioning:
A major advantage in magazine advertising is that an advertiser can request special ad positioning. This means you can ask that your ad is placed in a specific page or within a column article. This will bring greater visibility to the brand. This is also commercially more effective as potential buyers would notice it. It is a different matter if you don’t want to specify where your ad should appear.
Credibility:
Over a period of years, magazines create a vast pool of loyal readers who feel safe in its very credible environment. The interactive element may be less when you compare it with the aggressive online advertising. But the key factor is credibility that print media continues to reign over. It explains why magazines are known as potential promotional vehicles. It adds improved quality branding that adds great value to your range of products.
Long Life Span:
Compared to websites or national newspapers, magazines enjoy the longest life span. There are some magazines that are treasured across decades like valuable references. The National Geographic is such an example as its content is never redundant.
High Reach Prospective:
Another advantage is that magazines have a high reach prospective. This is because magazines get passed from family to friends to customers to colleagues and so on.
Glossy Ads: Unlike newspaper advertising, magazine advertising gives great scope to glossy ads. These are usually trend setting and eye catching. The best thing is that every body loves to look again and again at glossy ads. So maximum visibility is again reiterated through magazine advertising.
That is why it is stated often that consistent advertising ensures a cumulative effect. The more familiar buyers are with a brand, the more likely they would buy it. That is why print media advertising will never be out of fashion.
Source: contentmanagementsoftwares
LIFE STARTS WITH PROGRESS PROGRESS STARTS WITH PRINTING
There’s no doubt that the world today is defined by information. Whether it’s news, opinions, interviews or advertising, written, spoken or in filmed, it’s information (and marketing content) that provides the direction and structure to our lives. Media determine our lives and we have become media ourselves. And magazines, newspapers, television, online, mobile and social media are all now vital components of any advertising campaign.
We distinguish between six different types of print media for brands: advertising in newspapers and magazines, use of direct mail, customer magazines, door drop and catalogues. These are the most important print channels to support brands.
With such a range of technology and (print) channels at a brand’s disposal, how can marketing, media and advertising professionals ensure that they're getting maximum reach, exposure, ROI, connections and engagement for their marketing spend?
In short: what’s the most effective advertising media mix for product and services brands?
Perhaps the most important benefit of print media is tangibility. Among the reasons why many people prefer print is to do with the feel of the paper, having it in their hands means that the content is real, it exists. Print media is unique in its capability to trigger a number of senses; of course the feeling of paper, the smell of the ink or of an added scent, paper can be eaten or even listened to (when a chip is added). Paper can change colour when heated or put in front of a light, an ad can feel rough as sand or smooth as silk, all adding to the sensory experience of the advertising. Triggering multiple senses will add to the effectiveness of print advertising. Martin Lindstrom, writer of Brand sense, says that when brands appeal to more than three senses, advertising effectiveness will increase with 70 per cent.
In many ways, print is the ideal marketing medium: it’s available in both large and small numbers, can be accessed easily, and is engaging, versatile and creative. Each of the six types of print media has their own unique quality and role in their readers’ lives.For newspapers, they become part of their readers’ day as they educate and inform with credibility and trust, while consumer and customer magazines create engagement through entertaining content.Direct mail uses its ability to gain access to people’s homes and lives to deliver a targeted sales message, while door drop have an enviable reach and ROI. Finally, catalogues provide inspiration for customers before leading them online to make the purchase. On their own, each channel fulfills a vital marketing role. When combined with other media, they are a highly effective force for any campaign, for any brand.
The key to successful marketing is engagement, drawing your customer in through attention-grabbing content before rewarding them with a worthwhile offer or service. Print media are a trusted source for news and other information and consumers take time to read a door drop leaflet, magazine or customer magazine. Print media offers a host of content areas: news, information, education, inspiration, special offers and entertainment, all of which generate engagement between the reader and the advertised brands. Indeed, advertisements are as much a part of the reading experience as the editorial content, with magazines and newspapers providing exactly the right context for a relevant brand campaign.
i think so being a advertising manager i should give full attention to print media while advertising of any product.because advertise go message theough the customers in the market.and if the massage go wrong and not enough strong than deffinately that will effect the advertising.
Sarah Ali is absolutely right, and secondly print media is since from the beginning of advertising and constantly it's increasing in everyway. Now there are so many mediums of spreading massages e.g. Internet, social media, Radio, TV and many more.
Advertising is all about Listening, Watching, Hearing and Reading, so you need to pay attention to all of them equally.
IN THIS TIME OF COMPETITION WE SHOULD GIVE MORE THAN 100% ATTENTION BECAUSE THE MORE THE PRODUCT SEE THE MORE WE GET THE BUYERS
Depends on the product/service; commodities designed for mass consumption should have mass-targeting that these platforms are characterized by. More niche, refined targeteing requires other forms or selective placement of print-media.
Print media could also assist alternative platforms especially in location-based/sensitive situationsWhen asked why Rolls Royce and Bently almost don't have billboards
