The Importance of Print Media and How It Can Benefit Your Brand

The Importance of Print Media and How It Can Benefit Your Brand thumbnail

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In today’s digital age, printed branding materials can often be overlooked. Many business owners dismiss print media as obsolete and unimportant. Print media could be the most powerful branding tool companies are missing.

Print media includes books, business cards and brochures, as well as coupons, flyers, coupons, ads in newspapers or magazines, advertisements on billboards, postcards, and product packaging. To enhance your brand’s public image ., it is important that you use at least one of these media.

Print media are physical

The consumer has the materials in front of him/her, giving them a psychological understanding that “realness” is something you won’t get with digital media. The sensory input that comes with handling a physical object is a part of the experience. It’s something that your brain retains more vividly than random pixels on the screen. According to the Scientific American, the human brain will remember words on a physical paper much better than it would remember words displayed on dynamic screens.

Physical interaction with a book stimulates your memory section more than a screen. This can give your company an advantage over your competitors, even if their digital advertising budget is larger than yours. You will be able to outperform your competitors by using the right mixture of digital marketing , and print media .

Even if you don’t have business cards, handing them out to people increases their chances of engaging with your brand and services. I follow many people on social media. I won’t be going through my list to find someone new after a networking event, but I’m more likely to remember the name of someone if I have a business card.

Related: Social Media is Great, But Don’t Forget Old School Marketing

Print media builds brand credibility

In addition to the sensory aspects of print media, many people consider it more trustworthy than digital media. People subscribe to newspapers and magazines for a reason: they believe the information is accurate, reliable, and provides them with some benefit. Advertising in these mediums increases your brand’s public perception, because they associate your brand’s name with the publication’s name. There’s a reason businesspeople want to be on Forbes magazine so much: It’s an incredibly prestigious magazine. The same things apply to Entrepreneur magazine or the Wall Street Journal.

Print media is less competitive

With the oversaturation of the digital branding and advertising space, there’s less competition for printed material.

Digital advertising is easier and more cost-effective than traditional advertising. Advertisers have a lot of data. With Google and Facebook tracking billions and providing tools to create and target ads in minutes, advertisers have a lot of flexibility and control over who their ads are targeted to. The ease of use and powerful targeting tools of digital advertising leads literally every single business to compete for the top spots on the juicy keywords, and usually the ones with the most money win those top spots.

Related: Don’t Overlook Print When Mapping Out Your Startup Marketing Plan

Advertising in print media

Magazines offer a great option for print advertising. Magazine readership has not decreased despite the advent of digital media in the past eight years. In fact, 2019 had the highest recorded magazine readership since 2012. Magazines are read by a small, predictable audience. This means that digital ads have a lower return on investment than magazine ads.

Online, everyone does their best to avoid ads. There are many ad blocking plugins available for every web browser. You have probably got one already installed. In 2020, an estimated 42.7% of all internet users had an ad block plugin installed. Advertisements are part and parcel of magazines’ culture. I find myself often examining advertisements in magazines and newspapers as much as the actual magazine content.

Advertising longevity

Digital ads should be avoided at all cost. Most digital ads are not even seen and users will close or skip them as soon as they are offered the option. Ad view times are incredibly low online. Advertisements can stay on the pages for many years in print media. Have you ever looked at the dates on magazines in waiting rooms? Many magazines and newspapers are more than five years old.

To determine the value and effectiveness of print advertising, let’s look at the pros and cons of

Pros:

  • Sensory experience

  • Builds credibility

  • High exposure

  • Less competitive

  • Longevity

Cons:

  • High buy-in prices

  • Can take weeks to appear in publications

  • Can’t make changes after print

  • No fine-tuned audience targeting

While print media is a powerful tool, it works best when used in a variety of marketing and advertising mediums. The best campaigns provide for a healthy mix of print media advertising, digital advertising and even other mediums, such as television ads or radio ads.

Related: Print Marketplaces – Combining the Best of Both the Worlds

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