In today’s digital world you would believe that print media is fading away, in fact print media is still widely used by business and appreciated by consumers. Print media offers a varied landscape of advertising opportunities from newspapers, magazines, direct mail, flyers, brochures, leaflets and catalogues.
Whilst digital marketing methods are great, sometime you just can beat the look and feel of print media, for example thumbing your favourite retailer’s catalogue feels more luxurious than navigating your way around their website.
So is one media better or more effective than another? The truthful answer is both digital and print media should be adopted as part of your marketing strategy and used to complement each other.
It is important to understand your target audience and where they are likely to be reached, for example if your target audience is 18-24 year old males, living in Wales and who are car enthusiasts, national newspapers may not be an appropriate media.
For this niche interest, age group and gender you may want to look at advertising in magazines such as Auto Car, local newspapers and implementing a social media strategy aimed at the specific group; Facebook advertising lets you target users by location, age, gender and interest amongst other demographics.
There are some undeniable benefits that print media has over its digital counterparts including tangibility, credibility and branding.
Tangibility – A print piece is a physical thing. Magazines and newspapers can stay in houses or offices for months or years.
Credibility – There is something about print that gives a sense of legitimacy. This is particularly true for older generations who have not grown up with the internet.
Branding – Print ads are excellent for solidifying your brand identity. Good print design achieves the perfect balance between colour, typography and images. A well designed and well printed brochure, catalogue, leaflet or advert can make a great first impression.
More Engaging – Consumers are more engaged when reading printed material, unlike websites, which are often skimmed in as little as a 15 second visit. A study shows that people read digital screen text 20% – 30% slower than printed paper. (Alshaali & Varshney, 2005).
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. The publications are less crowded, allowing more room for your ad to shine, and possibly even cheaper prices for that ad space.
QR Codes – Placing QR codes on printed pieces is an excellent way to bridge the gap between print and web. When scanned with a Smartphone, the QR code will take you to a homepage or a special offer page that lives on the web.
We have a long history of designing for print. We have created many different types of printed matter. We understand the print process and about different paper stocks and special finishes like lamination, spot UV, foiling and embossing. Speak to us about your print requirements on 01527 517309 or email us via our contact form.