With the rise of digital advertising and communication (like online banner ads, social media ads, pay-per-click, and more), many people believe that print advertising is becoming completely obsolete. Here at BestBingoPromo.com, however, we know firsthand that the print advertising industry is alive and well. Smart marketers and advertisers are learning how to leverage print and digital messages together, and are getting great results. There is still a place for print ads in today’s advertising industry, and many advertisers are leveraging print to target a specific audience – particularly in B2B markets.
Print advertising isn’t dead, and below are six reasons that prove it’s true:
1. Print Advertising is Still Highly Credible
Studies show that readers trust the printed page, much more than they trust internet content or television commercials. Something about seeing the information right there in print – having the ability to reach out and touch the page, or even fold it up and put it in your pocket, makes print more tangible and real than digital media.
2. Print Persists
We touched on this point above, but it’s worth repeating. Print isn’t going anywhere – in a very literal sense. Magazines and newspapers pile up in offices and kitchens and living rooms all over the world, and print ads with them. Every single time a magazine is paged through on an airplane, or a newspaper is passed around the kitchen table at breakfast, print ads are getting valuable impressions.
On the flipside, digital ads are fleeting. They are often seen once and soon forgotten. But print ads persist!
3. Print is a Personal Choice
Some people – in fact, a LOT of people – still prefer print to digital. Hundreds of millions of people in the United States alone pay monthly subscription fees for recurring magazine delivery or newspaper service. There is still a vast print market out there, and it would be a shame to waste the advertising opportunities.
Some people do prefer digital to print, which is why it’s a terrific idea to try and leverage both mediums when running an ad campaign.
4. Print is Relatively Easy to Target
When it comes to print advertising, demographics are highly targetable. Are you marketing to doctors and nurses? There are hundreds of business magazines that exist within the health industry on which to focus print ad dollars. Same goes for engineers, gardeners, entrepreneurs … the list goes on and on.
Another relevant point to consider here is the older demographic. Sure, young people are flocking to the digital space in droves – but what about the older generation? They need some of our ad love, too!
5. Print Advertising Drives Purchases
A study out of the Readership Institute at Northwestern University shows that almost two-thirds of readers enjoy magazine ads, and more than 50% read magazines specifically for the purpose of learning about new brands. These statistics tie into the credibility of print point we made above, but the bottom line remains: consumers still rely on print ads to help make informed purchasing decisions.
6. Print Enjoys Consumer Loyalty
More often than not, magazine and newspaper subscribers are incredibly loyal to the print media of their choice. Print consumers tend to pick one and stick with it to obtain industry information, news, and brand/product recommendations for years and years – without ditching print for a digital alternative.
There you have it, folks. Print advertising isn’t dead. In fact, it’s very much alive. It’s thriving! It’s worth your focus and attention, especially within the B2B space.
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