Print Media – Is It Obsolete or is that a Myth? – Digital vs Traditional
Print media is dying.
That's a phrase that's been thrown around in publications, social media, or print media itself when asking for donations.
Consumer behaviour and expectations are driving the shift from traditional print media to advanced digital media.
The young generation or millennials are accustomed to instant access to the global content all the time.
Also, the relative affordability of mobile technology is the crucial catalyst for the digital transformation in a short time.
It has transformed the content delivery and media by making enterprises and businesses to choose the most suitable platform to target their market in the right way.
However, while today's consumers are spending more time online than ever, that doesn't mean that print media doesn't still hold an essential place for most key demographics.
People still like to read magazines and newspapers in print, and that's not going to change in the foreseeable future.
One of the reasons is simple – there's a sentimental value that comes with reading print media that just can't be matched by opening up a website, even if the content is entirely the same.
Moreover, while this particular motivation may be a generational habit that will reduce in significance over time, it's not the only reason why print media still matters today.
Digital media, the shifting paradigm in traditional media
The internet revolution has fuelled a new era of communication by providing a new and advanced medium, digital media.
The greater availability and instant accessibility of information have transformed the way we used to communicate, access and share information.
Today people like to access information on real-time using their mobile devices from anywhere, even on the go and they can quickly respond to it as well.
That's why and how people are consuming information using digital media.
Also, print media can be used as powerful stimuli to give a tremendous boost to your advertising and promotional campaigns.
Just consider the smell of ink on paper and some natural flower scent on a page – all this will drive an incredible boost to your ad campaign, which is not possible in digital media.
However, this doesn't mean it is the end of the print media as it holds its own prominence in marketing.
Print media provides a more physical, tangible medium to consumers and it is still very ingrained in people's collective memory.
Print can be truly capitative, and it has its very own numbers of benefits.
But what are the advantages of print media?
Well, for starters, it provides unparalleled immersion to the reader.
While digital media offers tremendous value, it has one huge drawback that's been making editors and marketers struggle since the rise of the internet.
An online reader gets bombarded with messages, popups, ads, and links in every moment that he spends online, so, no matter how compelling an article or a piece of content may be, chances of him sticking around for longer than a few minutes are slim.
But with print media, this problem does not exist.
When a reader opens up a magazine or a newspaper, he is completely immersed in the reading experience and often dedicates at least a couple dozen minutes to go through the materials.
This provides an opportunity to cover topics in more depth and not worry that the slightest distraction will send the reader off to another site.
Print media adds more credibility by giving a sense of legitimacy.
However, the saturation between pop-up ads and banner ads is overwhelming, but the fear of virus and spam is enough to keep people away from clicking.
There is no such imminent fear in print media ads.
Print media allows writers to use fewer clickbait headlines and hooks and instead provides the opportunity to make an objective and reasonable argument, covering all sides of the story.
But this same benefit makes a considerable difference to marketers as well.
Since people tend to spend much more time going through print media marketing materials, the ads, advertorials and other commercial messages tend to be analysed more closely as well.
Placing a QR code on print media materials is an excellent way to bridge the gap between print and digital web.
When users scanned it with their smartphones, the QR code will take them to a homepage/offer page of a website.
That's how you can use print media and digital media to reach and empower more audience, effectively.
Without having to compete with thousands of similar messages, as is the case online, it's possible to provide more information and educate the reader, thus increasing the chances of conversion.
This allows the right branding agency in London to deliver a message that has a chance to make a much more significant impact because the reader will likely spend more time analysing the contents of the ad.
Moreover, while digital media is great because it allows businesses to utilise animation studios in London to produce captivating visual messages, print media still permits to use images that draw attention and can provide similar results.
In fact, according to a report by AllBusiness, 56% of all consumers still trust print media more than any other advertising method, which can make a huge difference in today's over-saturated market that makes it more difficult than ever to gain credibility in the eyes of the target audience.
But that's not all that print media can offer.
Another often ignored benefit of print media is its focus – most publications have a very established and singular audience that it attracts.
There are thousands of magazines, newsletters or even newspapers that have a very distinguishable demographic with their own interests, opinions, and preferences.
Thus, placing ads in such publications or speciality magazines can make you reach niche audiences more effectively, which may be quite difficult to target using the digital media.
Having this knowledge provides businesses with incredible targeting opportunities – just a couple of well-placed ads in relevant publications could have a tremendous effect for increasing branding awareness, boosting sales, or growing the list of prospective customers.
If you find the right provider of print design in London, you can create ads that reach a very targeted segment of your audience.
Even if the readership of a magazine or newspaper is smaller, it can still help you achieve terrific results because a large percentage of the readers would be interested in what you have to offer.
Finally, there's one distinction that separates digital media consumers from print media consumers that makes a massive difference to advertisers and businesses.
Most digital media is available for free and can be found in abundance – if one website does not meet the expectations of the reader, he can hop on to another in mere seconds.
But with print media, he not only has to commit to a specific magazine or newspaper but has to pay for the privilege of reading it.
If a reader is so interested in the subject and trustworthy of the media outlet that he's willing to pay to access the information, even though similar information can be found online for free, that shows dedication and willingness to learn that's very hard to match with online readerships.
Moreover, since they pay for the content, they are much more immersed and focused when consuming it, so your ads will get much more attention than they could expect when displayed online.
Print Media is Not Going Anywhere
Print media has suffered its fair share of blows in the recent years – the advances in digital technology, combined with the shortening attention-spans of consumers, has reduced the influence that print media once had to shape the views of society.
Even though the overall influence may have decreased, the potential for reaching hyper-targeted audiences and segments of a market has never been better.
Today, print media readers choose to read magazines and newspapers because they provide in-depth information on a narrow topic that cannot be easily found online.
So if you can get in front of that audience with a relevant offer that provides a solution to a problem, it can give you an ROI that can't be matched on any other medium.
That's why, at least for the foreseeable future, you can be sure that print media isn't going anywhere and might just become more critical as businesses realise the full potential that it offers.
In the digital world where the information is much more accessible and less reliable, the potential of the print media remains strong.
And the matter of fact, we cannot deny from human attachment to newspapers, physical books and magazines.
In the end, we can say that the technology is not going to kill print, whereas a right combination of media (print media and digital media) channels can be useful for the best communication with your entire consumer audience.
The success mantra lies in making communication available and accessible in every form that your consumers are using.
That's how you will be able to engage your audience with your business and maximise your campaign's return on investment as well.
Author Bio: Richard Kearsey is a digital designer at a leading creative design agency in London specialising in graphic design and Branding Services. He loves creativity and enjoys experimenting with various design techniques for both web and print. He also enjoys sharing his thought on the latest design trends and upcoming marketing ideas.
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