How Important is Print Media in Advertising?
Print media is one of the oldest forms of advertising, and it is still used today. Every time you drive down a road and see a billboard, that’s print media in action. Magazines, ads on buses or subways, and even the cards you get in the mail addressed to “resident” are all print media. Print media advertising provides a solid concept for your prospective clients to see and visualize.
So, why should you learn more about print media in advertising? We have five compelling reasons for you below:
1. Print Media Provides a Visual, Engaging Hook
Today, the internet is filled with information that isn’t tangible, and you can easily forget as soon as you scroll past the ad, video, or post. Print media advertising provides a way for potential clients to really see your business. Once someone can interact with your ad in a tactile way, it’s easier to make a connection with them and get them to become a client or customer of your company.
You do need to be able to create a compelling image that will not only get attention but be able to get potential customers to stop, read, and then make the choice to engage with your company further.
2. Print Can Reach a Specific Group of Potential Customers
Print media advertising can be used to target niche markets, people who are very interested in a particular topic. Take magazines, for example. Fashion magazines, automotive magazines, pet-owner magazines, and so on are read by people invested in those specific subjects, and if your business is relevant, spending money on well-placed advertisements can have a great ROI. With print media, grabbing the attention of potential customers is easy, and you’re not wasting your budget marketing to the wrong audience.
3. Print Media Can Help Build Your Client Base
Print media can help you reach potential customers who haven’t yet heard about your products or services. Magazines and newspapers, for instance, have established customers who now become your potential customers. Billboards and mailings are opportunities to expand your geographic reach.
Essentially, print media puts your business in front of more people, and within that population are those who may someday buy your products or services. Customers can’t buy from a company they’ve never heard of so make sure they’ve heard of you.
4. Print Media Leaves an Impression
Not everyone learns the same way. Some people are more visual learners, some need to have something they can actually touch or interact with. Print media is a wonderful way to reach these clients by having a physical piece of copy to read. When reading articles and magazines, readers take the time to read and are more invested in what is written than they are in internet content. Well-placed ads that grab their interest can leave a positive impression in their minds.
Print media allows potential customers to focus on what is written down and not become distracted by outside sources. Pop-ups on websites can be viewed not only as annoying to readers, but it can become a distraction and break the attention of potential clients. Think of a person reading a terrific book that they just can’t seem to put down and then become invested in reading until the end.
5. Print Media Has a Longer Life Span
With social media and websites, the attention span is so fleeting, and your ad is gone in seconds. Sometimes it doesn’t even register in the scroll of the average social media user. Sure, digital print ads can be created quickly, but they can disappear from the eyes and minds of the viewer just as fast.
Brochures, leaflets, magazines, and other print media can be set down and picked back up at any time. They remain static so there are more chances for the viewer to read them. They’re a physical item and can be passed along to colleagues, friends, or family members, extending the life span of the ad and increasing the number of eyes on it.
Print media is not a fleeting touchpoint like so much digital media can be, and it’s more likely to be internalized because it’s viewed for a longer period of time.
Why Is Print Media Important?
Print media advertising is a tried-and-tested method for reaching clients. It’s something that people can connect with by seeing and touching, and one that some view as more trustworthy than digital ads since it’s been around longer. Something that is printed doesn’t have the same annoyances that seeing digital ads does, with pop ups and inescapable ads that can be frustrating to clients and break their attention.
The best part about print media is that it can become another tool for your advertising. You can pair it with the other strategies you’re utilizing. It can be the perfect complement to a targeted digital marketing campaign.
Want to learn more about print media advertising? InnoVision can help. InnoVision is an experienced marketing company that has worked with clients across the US. We offer a variety of services to fit all of your business’s needs, from print ads to media buying to video production. Our well-trained staff oversees each aspect of creating print ads, from writing and designing to production.
We have worked with companies such as LaGuardia Airport and Acura, as well as non-profits, casinos, and healthcare. Whatever your business is, InnoVision has the experience and drive to create and implement a successful print ad campaign.
We will work with you to highlight what makes your brand unique, and we’ll do it all within your budget. Let an expert team manage the important aspects of advertising for your business so you can spend your time running your company.
