New 2024 Case Study on programmatic Advertising - Download Now
Menu
Yes, there has been the rapid surge of internet and social media. Digital advertising has become rampant in almost every part of the world. Yet print is not exactly dead. In fact, it is very much alive. There are many brick-and-mortar businesses that still mail out postcards, install window decals, hang banners and place sidewalk signs to get the required attention from their customers. That said you don’t need to have a physical storefront to benefit from print media.
Print advertising can be used in combination with digital advertising, to generate more traffic to your website and improve sales. So what is it that makes magazine advertisement relevant even in the age of digital media?
Customers are less-likely to engage with other activities while reading magazines. This kind of engagement is highly unlikely in case of TV, radio and internet. Also, the pace at which consumers go through print ads is much higher when compared to internet advertisements.
Most consumers consider magazine ads more trustworthy when compared to those on TV and internet. They tend to have a positive impact on the minds of the readers. Moreover magazine ads are untouched by the fear of spam, which is so common in internet advertising. This adds up to their legitimacy in the eyes of the consumers.
Magazines stay in houses and offices for weeks, months and even years. In comparison internet ads disappear into the cyber space almost instantly. Furthermore, by translating visual designs in a much appealing manner, magazine ads tend to solidify brand identity in a much easier and effective way. The tactile memories that the customers gain by feeling and smelling paper make it easier for them to associate with brands for longer.
By publishing ads in specialty magazines, it is possible to reach out to niche audience in a much easier way. You could even make such ads personable by including a picture of yourself or even a short handwritten-note about your promotions. It is important to utilize multiple channels of advertising so as to reach out to every part of your target demographic. Striking the right balance between the different media channels is the only thing that can ensure a consistent flow of revenue, new customers and sales. With many still reveling in the glory of magazine ads, print for sure cannot be excluded from this list. More and more businesses have started to rely only on the internet for their advertising needs. This has reduced the growth of print advertising to a low 7%. If you are wise enough you would be using this very decline as your marketing advantage.
The fact remains that despite the decline in growth, print still occupies a major share in the advertising pie at 37%. A further 9.5% growth is expected by the end of the year 2017. So, wake up and grab this opportunity at the earliest. Who knows you might even get more room for your ad at an affordable price.
The era of internet & digitalization has enchanted us. Anything and everything, today is directly or indirectly related to the internet. The digital era has certainly opened up many new options for businesses to market themselves. Some may argue that the “Print Media” age has served its time, but there might be counter-arguments as for it, as well. Magazines, newspapers, journals, business cards, etc have all been historically critical in marketing. Even today, these forms have been utilized by firms. Although digital marketing techniques have had better and bigger results for companies, Print Media also has its share of advantages to offer.
A softcopy is always easy to neglect. A hardcopy, on the other hand, is not easily ignorable. A hardcopy will create a shred of permanent physical evidence which is not easy to discard. Business cards, brochures, Letterheads, newsletters, etc are all forms of print media that will never perish. These forms have a prominent effect on your business, and in a way, they give you an identity. Brand taglines, logos, business cards, and even the colour & fonts chosen to represent the brand are all of the equal importance with respect to corporate identity. For a brand to be established globally and locally, these things have to be kept in mind, and then plan the marketing strategies. By using print media, a brand can become omnipresent.
Established in 2015, Mplan a full-service media planning and advertising agency in India. We equip our clients with comprehensive ad inventories across both traditional and digital platforms.
By leveraging Media, Data, Technology, and Commerce, we offer advertising solutions and strategies that empower brands to “Plan Ads Better” ensuring they achieve measurable success.
