How Print Advertising is Still Relevant Today

Print advertising has been around for centuries and has gone through a lot of changes over time. With the increasing popularity of digital ads, some may argue that print advertising is no longer relevant. However, that's far from the truth. Print advertising continues to be a powerful tool in today's advertising landscape.

The Advantages of Print Advertising

Print advertising offers several benefits that cannot be matched by other forms of advertising:

Tangibility: Print ads are physical, which means that readers can touch and feel them. This tangible aspect of print advertising makes it easier for readers to remember the brand and its message. In fact, according to a study by Millward Brown, print ads have a higher brand recall rate than digital ads.
Targeted: Print ads can be targeted to specific audiences based on their interests and demographics. Magazines, for example, cater to specific niches such as fashion, travel, or sports, which makes it easier for advertisers to reach their target audience.
Less Clutter: While digital ads may compete with several other ads on a web page, print ads have less competition in the physical world. This means that print ads are more likely to be noticed by readers.
Credibility: Print ads are perceived as more credible than digital ads, according to a study by MarketingSherpa. This is because print ads are associated with established and trustworthy publications.

Types of Print Advertising

There are several types of print advertising, and each type offers its own advantages:

Magazine Advertising

Magazine advertising is a popular form of print advertising. Magazines cater to specific niches, which makes it easier for advertisers to reach their target audience. Additionally, magazine advertising offers a long shelf life, as readers often revisit previous issues. This means that the ad will continue to be seen long after it was first published.

Newspaper Advertising

Newspaper advertising is a great way to reach a local audience. Local businesses such as coffee shops, restaurants, and grocery stores can advertise in their local newspaper to attract customers in their area. Additionally, newspapers offer a large readership, which means that advertisers can reach a large audience with their ads.

Outdoor Advertising

Outdoor advertising includes billboards, posters, and signs. These ads are placed in high-traffic areas such as highways, public transit stations, and busy urban centers. Outdoor advertising is a great way to reach a large audience quickly.

How Print Advertising Complements Digital Advertising

While print advertising is still relevant today, it's important to note that it works best when it's used in conjunction with digital advertising. Here are some ways in which print advertising complements digital advertising:

Increased Brand Awareness: By using both print and digital advertising, advertisers can increase their brand awareness and reach a larger audience.
Integrated Campaigns: Advertisers can create integrated campaigns by using both print and digital advertising. For example, a print ad can direct readers to a website or social media account where they can learn more about the brand.
Retargeting: Print advertising can be used to retarget customers who have previously interacted with a brand online. For example, an ad could be targeted to customers who have visited a brand's website or liked their Facebook page.

Conclusion

Print advertising is still relevant today, and it's an effective way for advertisers to reach their target audience. By using print advertising in conjunction with digital advertising, advertisers can create integrated campaigns and increase their brand awareness. Print advertising offers several advantages such as tangibility, targeting, less clutter, and credibility, which cannot be matched by other forms of advertising. While digital advertising may be the new kid on the block, print advertising is still a powerful tool in today's advertising landscape.