The Importance of Print Advertising in the Digital Age
When contemplating marketing and advertising today, digital advertising likely comes to mind. With so much of the world now online, it's easy to forget that advertising was once solely confined to print media. However, there remains a well-kept secret: print advertising can still be highly effective in this digital age. Many marketers are overlooking the significant advantages that this path offers.
The Continued Relevance of Print Advertising
If you believe that print advertising is obsolete, it’s time to reconsider. Newspapers, magazines, and journals are still widely published and have not lost their influence.
Trustworthiness of Print Ads
Perhaps it's the tangibility of print, but people tend to trust information and advertisements that are written on paper more than those they encounter online. According to a study by Marketing Sherpa, 82% of Americans trust print ads more than any other type of advertisement. In contrast, online pop-ups were the least trusted at a mere 25%. While it's essential to create targeted, relevant, and well-constructed ads while offering a solid product, all things being equal, print ads are more trusted than their digital counterparts.
Synergy between Digital and Print Advertising
Print and digital advertising need not be viewed as separate entities. Ideally, they should complement one another. You can advertise websites and other URLs in your print ads, as well as include email addresses and suggestions such as "Find us on Facebook." Even if the majority of your marketing efforts are online, print advertising can creatively direct readers to your digital channels.
Enhanced Engagement with Print Media
Evidence suggests that readers engage more meaningfully with material they read on paper compared to what they consume online. A study conducted by Temple University found that our brains process words differently when read on paper versus on a screen. People were more likely to remember printed ads and spent more time engaging with them.
Higher Conversion Rates
Conversion rates are among the most critical metrics for any advertising campaign. While various factors such as industry, product, and target market influence conversion rates, research consistently shows that print ads outperform digital advertising in this regard. An article in LinkedIn Pulse, citing data from the CMO Council, reveals that 79% of consumers act on direct mail ads compared to only 45% for email campaigns.
Reaching Diverse Demographics
Both print and digital advertising allow for targeted approaches. However, print advertising can sometimes reach a more diverse audience. Some individuals still spend limited time online, making print publications their primary source of information. Local print publications are also effective for targeting residents of specific cities, towns, and regions.
Tips for Successful Print Advertising
To make the most of print advertising, consider the following guidelines:
Identify the publications your target audience reads. Whether targeting geographically or by interest, choose publications that align with your customer profile. Niche publications catering to specific interests or industries may be more effective than broader but less targeted options. This is why a targeted publication like TheHomeMag is so effective.
Include a clear and simple call-to-action (CTA). While people tend to retain and engage with print ads, your goal is to motivate readers to take action, such as calling, visiting your business, or accessing your website. Intrigue them and provide a straightforward CTA.
Pay attention to layout and design. Visual elements are crucial for both digital and print ads. In print, aesthetics become even more critical. People's attention is drawn to photos, logos, and graphics. Ensure that the text layout is visually pleasing and easy to read. The highly experienced and helpful graphic designers at TheHomeMag are here to help create the most visually appealing design to
Track your results. Monitoring metrics with print advertising can be easier than you may expect. Another appeal of TheHomeMag is that we provide Call Tracking services included in the price of your ad. You can also direct readers to a dedicated URL, such as a landing page, to measure traffic generated by an ad. Providing a single contact method, whether it's phone, email, or website, makes tracking easier.
Embrace the Potential of Print Advertising in the Digital Age
Print advertising remains highly relevant and can be a powerful tool for acquiring new leads and customers. When you identify the right publication to advertise in, print ads can play a vital role in your marketing strategy. Discuss our advertising option with one of our account executives today however is most convenient for you - give us a call at (775) 258-3537, send an email to AmandaStevenson@TheHomeMag.com, or fill out our quick form for a media kit and information.
