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Print Media and its place in the Advertising World
22 February 2016
While many businesses have completely migrated their advertising efforts to the web due to its cost effectiveness, exposure potential and convenience, print advertising still maintains its stance as a powerful and necessary component of a print ad campaign.
Here's why!
- Less complicated – Unlike other forms of advertising print is so much easier to read, there is no searching, browsing and clicking. It is plain and simple and should you wish to go back to a page all you need to do is pick up the paper and page through, not switch on your device and still search
- Connect to all 5 senses – A print piece has the ability to make you indulge in all five senses. It is tactile, you can smell the ink, You can hear the crinkle as you flip the pages, paper can be edible as a result you can taste it and off course reading the articles - sighting the bright, colourful pictures and different fonts. Magazines and newspapers can stay in homes or offices for months or years, whilst Internet ads can disappear into cyber space instantaneously.
- Credibility – There is something about print that gives a sense of legitimacy, as the saying goes "put it in black and white" or "put pen to paper". The saturation of popups and banner ads on the web can be overwhelming and the fear of spam and viruses is enough make people wary of clicking. There is no such danger in a print ads.
- Branding – Print ads are excellent for solidifying your brand identity. Your ads should have a consistent message and theme in terms of the aesthetics (fonts, colours and types of images) to establish brand recognition.
- Target Marketing – Placing ads in publications such as specialty magazines can effectively reach niche audiences loyal to the publication.
- Less Print Ads – With more and more businesses relying solely on the Internet for their advertising needs, the decline of print publication can actually be used as a marketing advantage. As a result of digital advertising, print advertising platforms are less congested, allowing more room for your ad to shine, and can possibly be better priced for that specific ad space.
After all is said and done print and digital advertising both have a big role to place in advertising. The Working Earth offers a wide range of digital and print advertising solutions so contact us to achieve exceptional results through innovation.
Author: Laural Pandeka, Sales Consultant (The Working Earth)
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