The importance of print media and how it can benefit your brand

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In today’s digital age, physical printed brand materials are often overlooked. A disturbing number of business owners are dismissing print media as “obsolete” and unnecessary. However, print media might be the most powerful branding tool that businesses lack!

Some examples of print media include books, business cards, brochures, coupons, magazine or newspaper ads, billboard ads, postcards, and even product packaging. It is imperative that you use at least some of these mediums to enhance your brand’s public image.

The print medium is physical

The consumer has the materials right in front of them, bringing a psychological understanding of “reality” that you wouldn’t get with digital media. The manipulation of a physical object has an element of sensory input. It’s something your brain remembers much more clearly than random pixels on a screen. According to Scientific American, the human brain will remember words on physical paper much better than words displayed on dynamic screens.

Physically interacting with the paper of a book stimulates the memory part of your brain more than a screen. This can give you an edge over the competition, even if they have a much larger digital advertising budget than yours. With the right mix of print and digital marketing, you’ll have the edge over your competition.

Just having business cards to hand out to people increases the chances of them engaging with your brand or services. I follow a lot of people on social media, and I won’t look through my list after a networking event to find someone I just met, but I’m much more likely to remember and engage with the someone’s mark if I have a physical business card.

Related: Social Media Is Great, But Don’t Forget Old-School Marketing

Print media builds brand credibility

Apart from the sensory aspects, print media is widely considered to be more believable than digital media. People who subscribe to magazines and newspapers do so for a reason: they believe that the information in the publication is accurate, credible and provides them with certain benefits. Advertising in these media increases the public perception of your brand because they associate your brand name with the name of the publication. There’s a reason businessmen want to be on Forbes magazine so much: This is an incredibly prestigious magazine. The same things apply to Entrepreneur review or the the wall street journal.

The print media is less competitive

With the oversaturation of digital branding and advertising space, there is less competition for printed material.

Digital advertising is simply easier and cheaper to do. With the advent of Google and Facebook tracking billions of people’s habits and providing tools to create, target and deliver ads in minutes, advertisers have a huge amount of data to have flexibility and control. extremes at whom they target their advertisements. The ease of use and powerful targeting tools of digital advertising literally drive every business to compete for the top spots on the juicy keywords, and usually the ones with the most money win those top spots.

Related: Don’t Neglect Print When Developing Your Startup Marketing Plan

Advertising in the print media

Magazines are a great option for print advertising. Even with the advent of digital media, magazines have barely seen a decline in readership over the past eight years. In fact, 2019 saw the highest number of magazine readers recorded since 2012. Magazines are often read by a niche and predictable audience, so you get a higher ROI from magazine ads than digital ads ( assuming you choose the right magazine for the right target). spectators).

Online, everyone is doing everything they can to avoid ads. There are countless ad blocker plugins for every existing web browser. Chances are you have one installed right now! In 2020, around 42.7% of all internet users had an ad blocker plugin installed. However, in magazines, ads are part of the culture, they are expected, and they are part of the magazine experience. I often find myself reviewing magazine and newspaper advertisements almost as much as I read actual magazine content.

advertising longevity

Digital ads are avoided at all costs, most digital ads are never even viewed, and when given the option, users close or ignore the ad as quickly as possible. Ad viewing times are incredibly low online. However, in the print media, advertisements stick around for years. Have you ever looked at the dates of some magazines found in waiting rooms? You can often find magazines over five years old in the piles of magazines and newspapers.

To better determine the value of print advertising, let’s look at the pros and cons:

Advantages:

  • Sensory experience

  • Builds credibility

  • High exposure

  • Less competitive

  • Longevity

The inconvenients:

  • High purchase prices

  • Can take weeks to appear in publications

  • Unable to make changes after printing

  • No precise audience targeting

Although print media is a great tool, it works best when mixed with multiple advertising and marketing mediums. The best campaigns have a healthy mix of advertising in print media, digital advertising, and even other mediums, such as TV or radio ads.

Related: Print Marketplaces – Combining the Best of Both Worlds

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