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Print Media: Is it Dead for the Marketing Industry?

Print Media: Is it Dead for the Marketing Industry?

Are you wondering if print media advertising is still a viable marketing strategy? You're not alone! Many business owners are wondering the same thing in today's digital age. 

But the truth is, print isn't dead – it's just evolving. And there are still plenty of ways to use it to reach your target audience.

This blog post will look at some of the most effective ways to use print media in your marketing strategy. 

Stay tuned for tips on creating an effective campaign that will reach your target consumers!

What Is Print Media?

Printed Catalog Design 1

Print media is a communication medium used to distribute information or advertise.

The term encompasses newspapers, magazines, and books and refers to posters, billboards, and other printed materials.

Unlike digital media, which can distribute through electronic means such as the internet, television, or radio, Paper or other physical substrates must be used to print media.

The media industry has declined for several years as more and more people consume information electronically. 

However, many people prefer to read newspapers and magazines in print form, and the industry is far from extinct. It is still a very lucrative business, with total ad spending in the United States passing over $60 billion in 2020.

Despite the shift to digital media, print media is still an essential part of our society and will likely continue to be for many years to come.

Why is Print Still Relevant Today?

While digital media has taken over as the dominant form of communication in today's society, print marketing is still relevant.

Despite the many advantages of digital media, print marketing still has some distinct advantages over its electronic counterpart.

Here are four reasons why:

1. Print is more reliable than digital media.

2. Print is more personal than digital media.

3. Print engages the reader's mind more than digital media.

4. You can utilise print for research and education.

The printed word still carries more weight in an age where anyone can publish anything online without accountability.

While online communication is often faceless and anonymous, print allows for a more personal connection between the writer and reader. Furthermore, print media engages the reader's mind more than digital media.

While electronic communications can be overwhelming with flashing lights and sounds, printed material can be slowly savoured and digested.

Unlike digital media, which can be readily changed or erased, traditional media is a lasting record that can be referred to and quoted for years.

Why is Print Still a Viable Marketing Strategy?

Print Marketing Vs Digital Marketing Ad Spend

Though some may say that print media is no longer a viable marketing strategy, it still has many to offer businesses.

Here are three reasons why marketing professionals shouldn't take print lightly:

It has a long life span: Printed materials can last long if they're well-made and stored correctly. This means that businesses can continue to reap the benefits of their print campaigns long after they've ended. Additionally, as people increasingly go paperless, those who still rely on print mediums may have a competitive edge.

It's tactile and personal: Unlike digital media, print is tactile and personal. People are more likely to remember information they've read or seen in print than information they've seen online. You can also customise the print to meet unique requirements not available with digital media.

It's versatile: Print is versatile and can be used to reach different audiences. For example, brochures can attract new customers, while you can use direct mail to cultivate relationships with current customers. 

Additionally, print can be used as part of an integrated marketing campaign that includes digital and traditional media.

Though print media advertising may not be the best option for every business, it still has many. 

Print is still a viable marketing strategy for businesses looking to reach a wider audience or cultivate long-term relationships with customers.

The Importance of Print in a Digital World

Digital Vs. Print Advertising Infographic

In a world where everything is increasingly digital, it's easy to forget the importance of print materials. 

But despite the ascendancy of digital platforms, print still has an important role.

Here are four reasons why print media is still relevant:

1 – Print is tangible

Digital platforms are all about the virtual world. But there's something about print media that is tangible and real. 

People can hold a newspaper or magazine in their hands, turn the classified ads pages, and feel the texture of the Paper. This tactile experience is something that digital platforms can't replicate.

2 – Print is permanent

Digital platforms are constantly changing, and content can be quickly deleted or modified. But once a print article is published, it's there permanently. This makes print media a more reliable source of information.

3 – Print materials are portable

Electronic media is mainly accessed through computers or laptops, which are not always portable.

But people can take newspapers and consumer magazines with them wherever they go. This makes print media a more convenient source of information.

4 – Print is affordable

Digital platforms can be expensive, especially if you want to subscribe to multiple services. But print media is very affordable and often includes free extras like supplements and inserts.

Although digital platforms are rising, direct mail still has an important role. 

It's more tangible, permanent, portable, and affordable than electronic media and has many options.

How to start a print media business? 

It would help if you did a few things before starting your own print media business. You'll need to research the industry and learn what it takes to succeed. You'll also need to develop a business plan and find financing.

The first step is to research the print media industry: Learn as much as you can about the market, the competition, and the industry trends.

Related:  How to Use Email to Collect Actionable Consumer Insights

This information will help you determine whether or not starting a print media business is the right decision for you.

The second step is to develop a business plan: This document will outline your business goals, strategies, and estimated costs.

It's essential to be realistic when creating your business plan and understand the risks of starting a print media business.

The third step is to find financing: This may include applying for loans, seeking investors, or using your savings. It's essential to have financial resources before starting your business.

Once you've completed these steps, you're ready to start your own print business!

Remember to stay focused on your goals and be prepared for the challenges of owning your own business.

How to Create an Effective Print Media Campaign?

There is no one-size-fits-all answer to this question, as the success of a print media campaign will vary depending on the product or service being advertised, the target audience, and the campaign's specific goals. 

However, there are a few general tips that can help you create an effective print media campaign:

1. Start with a clear goal in mind: What are you trying to achieve with your campaign? Increased sales? Greater brand awareness? More leads? Defining your goal upfront will help you tailor your campaign accordingly.

2. Know your target audience: Who is most likely interested in your product or service? Tailor your advertising to appeal to these people specifically.

3. Make sure your ads are well-designed: This may seem like a no-brainer, but businesses often skimp on ad design, reflecting poorly on their brand. Make sure your ads are eye-catching and professional-looking.

4. Prepare ahead of time: Don't wait until the last minute to create your ads. Give yourself enough time to develop a solid plan and execute it effectively.

5. Measure your campaign results: Once it's over, please see the numbers to see how successful it was. This can help you fine-tune your strategy for future campaigns.

If you follow these tips, you're sure to create an effective print media campaign that will help promote your product or service.

Examples of Successful Print Media Campaigns

Political campaigns often rely on print media to get their message out to the public. These campaigns will often produce materials such as door hangers, lawn signs, and bumper stickers. 

However, print media doesn't have to be limited to political campaigns. Businesses can also use the print industry for marketing their products or services.

One successful print media campaign was the “Got Milk?” campaign by the California Milk Processor Board.

The campaign began in 1993 and continued until 2014. The ads featured celebrities, including athletes, actors, and musicians, with milk moustaches. 

The goal of the campaign was to increase milk consumption in California. The campaign was a success and increased milk consumption by 18%.

Got Milk Superman

Another successful print media campaign was Volkswagen's “Think Small” campaign.

The campaign began in 1959 and continued until 1962. The ads featured the Volkswagen Beetle and took a minimalist approach. 

The goal of the campaign was to increase sales of the Volkswagen Beetle. The campaign successfully increased sales by 82% – way more than their advertising expenditure.

Volkswagen Think Small Print Campaign

Print media can be a successful way to market a product or service. If done correctly, it can increase sales and awareness of your business.

Tips for Reaching Your Target Audience with Print Media Advertising

1 – Identify your target audience 

This may seem like a no-brainer, but it's essential to be specific when targeting your audience.

Are you trying to reach seniors, young professionals, or parents with children? Knowing your target audience will help you tailor your content and messaging to resonate with them.

2 – Know what publications they read 

Once you've identified your target audience, it's essential to know which publications they read and what topics they're interested in. 

This information can help you determine where to place your advertisements and how to craft your messaging.

3 – Use a mix of print media types 

Don't just rely on one type of print when trying to reach your target audience. Variety is key! Try using different publications, ad placements, and ad sizes to reach as many people as possible.

4 – Keep your messaging consistent 

Keep them consistent across all print media types when crafting your advertising messages. This will help ensure that your target audience understands and remembers your messages.

5 – Plan ahead 

Start planning your advertising campaigns at least a month in advance to give yourself enough time to create and test your ads. Print can take time to produce, so planning is essential.

Direct mail can be a powerful tool for reaching your target audience. You can ensure that your print media campaigns are successful by following these tips.

The Future of Print Media in Marketing professionals

Future Of Print Media Marketing Advertising

The printing press has been around for centuries, and it is still alive and well today. Despite the rise of digital advertising and marketing, print is still a powerful tool that businesses can reach their target audiences. 

Here are some thoughts on the future of print media in marketing:

1. Print will continue to be popular with older demographics.

2. You will use printed materials more for customer branding and loyalty development.

3. You will use it less for direct response marketing.

4. Quality and design will be more critical than ever.

5. Businesses will need to be strategic about where they advertise in print mediums.

6. There will continue to be a place for print in the marketing mix.

The future of print marketing is bright. It will continue to be popular with specific demographics, and businesses that use it wisely will see great results.

Final Thoughts

Although Print advertising is declining in popularity, print media still has a place in marketing. It can be an effective way to reach specific audiences, especially older ones.

However, its use should be strategic and tailored to the campaign's specific needs.

In most cases, digital advertising is a more efficient and cost-effective option, but there are some instances where traditional print media can still be the best choice.

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Stuart Crawford

Stuart Crawford is an award-winning creative director and brand strategist with over 15 years of experience building memorable and influential brands. As Creative Director at Inkbot Design, a leading branding agency, Stuart oversees all creative projects and ensures each client receives a customised brand strategy and visual identity.

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1 thought on “Print Media: Is it Dead for the Marketing Industry?”

  1. The statement that “while electronic communications can be overwhelming with flashing lights and sounds, printed material can be slowly savoured and digested” hits the nail on the head. I think of scrolling on social media and how every few posts you see are ads. Or going to a website and forced to watch an ad before seeing the content you went to read. We have become accustomed to just tuning these out. With print marketing, having a tangible piece that you can hold and look over can be such an attention grabber these days.


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