TOP 4 REASONS TO CHOOSE PRINT ADVERTISING
When you choose print advertising, you choose focus, trustworthiness, and commitment. You choose an audience that is willing to take the time from their busy days and actively engage with what they are reading. You choose a form of media that has existed for far too long to go out of style.
Read on to discover reasons to choose print advertising and create a positive advertising campaign.
1. Focused Readers
One reason to choose print advertising is that readers are more focused. When people read articles on the internet, it is more akin to scanning, than actual reading. However, with print media such as magazine or newspapers, readers are more focused. They have actively chosen to take the time to read and as such, read more thoroughly.
Most online content is scanned while simultaneously partaking in another activity. It is common for both the TV to be on and the smart phone to be open. However, with a magazine, for example, reading it is the only activity. This means that the sole focus is on the magazine. Print advertising has a better chance of being seen, being read, and being understood.
Even if there is a smaller group of people that print advertising targets, they are better consumers. When you choose print advertising, you choose focused people.
2. Trusted Media
Print media is more trusted than digital media. Yes, online content is consumed everywhere by everyone, but it still remains to be less trustworthy than traditional print content. Take, for example, Facebook’s latest scandal with personal information. As a result of this news, the worth of their stocks plummeted. Add in the new trend of fake news stories, and it can be hard to know just what to trust on the internet.
Print media, such as newspapers and magazines, feels more authentic. Yes, there will always be biases, but there is a sense that actual research has been done when writing a story. And when people trust the story, they are more likely to trust the advertising surrounding it.
As newspapers are read and understood, so too is print advertising. The two are linked and so trusted newspaper articles lead to trusted advertising. This credibility can go a long way in creating sales.
3. Specific Targets
One of the most important ways that an advertising campaign will succeed is through demographics. Instead of throwing one campaign out to the entire population, having focused campaigns for specific people is a better return on investment.
Print media is a great, easy way to find special demographics for your advertising campaign. Publications like local newspapers naturally target specific neighbourhoods. This way your local store focuses on the people who are most likely to shop there. Telling a few people in the city about a little shop in the suburbs is not the best use of money. Rather, telling many people that live in the same suburb as your shop allows for a greater chance of someone coming to check it out.
Print advertising can also target more specific demographics. Free daily newspapers are most likely read by people commuting to work. Grocery leaflets are most likely read by parents. Outdoor magazines are most likely read by young adults. Using print media that is already targeted towards a specific group of people makes it easy to formulate a successful ad campaign.
4. The Unplugging Movement
The hard truth is that smart phones are addictive. Information is readily available it makes more sense to pull out your smart phone to check Facebook than it does to stare aimlessly into space when you’re waiting to meet for a friend.
People are, however, aware of the addictiveness of smart phones, and a counter trend has emerged. This is the art of unplugging. Those that are aware that they spend too much time staring at their phone, or too much time logged on to their computer, have opted to unplug themselves. And, instead of using their phone to read news, more people are turning to print advertising.
When you choose print advertising, you are still able to reach a broad range of people. Print media, such as newspapers, are actually read by old and young alike. They may seem like an antiquated form of publication, but are actually seeing a resurgence in importance.