Does print media advertising have any place in a world dominated by digital screens and endless scrolling? While it is undeniable that digital marketing has become dominant in the overall marketing landscape. Let’s debunk the myth of print’s demise and explore why in the right hands it can be a potent tool for your business. 

1. Targeting a Focused Audience

Digital advertising offers a huge reach but many times it can feel impersonal. Print media advertising allows for laser-focused targeting. Imagine a local bakery advertising its cupcakes in a parenting magazine. The bakery isn’t bombarding everyone with their ad, but they are directly targeting the demographic they think will be interested in their products. This focused targeting results in a higher ROI for print advertising. 

2. Trust Factor

Not everyone can start running a print ad on a national level newspaper. When an audience consumes an ad in a newspaper, they think that the brand is trustworthy. They are counting on the newspaper’s due diligence. On the other hand, when people see an ad on the internet or social media they second guess the brand. Other than that, studies have also shown that customers are more likely to remember a product advertised in print than one seen online. In today’s digital world where consumers scroll past ads within seconds, print ads have a higher recall. 

3. Building Brand Credibility

Appearing in a public newspaper builds the brand’s credibility. Consumers view the newspaper’s ad as a public endorsement of the brand and their products. The brand’s association with a newspaper builds trust and positions the brand as a legitimate player in their industry. Print media advertising helps the brand establish their brand in the industry and create a unique positioning. Your brand can foster a long-term relationship with current and potential customers.  

4. Power of Print Design

Print media advertising provides you with a creative storyboard and all you need is good design. Use a high quality photograph with compelling copywriting to evoke emotions that people remember. Unlike online ads that easily disappear, a print ad can be revisited, savoured, and even shared with others. Print has a unique ability to create a physical experience that people will remember. 

5. Strategic Integration

Print media advertising can be an addition to your digital marketing arsenal. An eye-catching print ad can drive traffic to your brand’s website or social media pages.

Print media advertising can be a powerful complement to a digital marketing strategy. An eye-catching print ad can easily drive traffic to a brand’s website and social media pages. Today, QR codes can be added to a newspaper’s ad and people can scan those codes to visit websites. You can also promote special offers and events, creating a sense of urgency. 

6. Does Print Have a Future?

If you use print media advertising in 2024, then you are not going back to the 90s. You are just including a traditional form of marketing and including it in a strategic marketing mix. So the next time you are creating your marketing strategy you should not underestimate the power of print!