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February 8, 2013

Making the Case for Print Advertising

ann schlichting print advertising blog iconDoes print advertising still have a place in today’s marketing mix? The surge of Internet and social media advertising has caused many of us to ponder just that. After all, online ads are relatively inexpensive, their reach is broad and impact measurable. But print, when used as part of a multi-channel campaign, can be an effective way to convey your message.

Consider this:

  • 1/3 of small-town Americans rely solely on traditional media outlets (such as print newspapers) for their local news and close to ½ of urban and suburban residents use a combination of traditional and online media outlets.
  • 60% of shoppers age 18-34 say they would shop less without newspaper inserts.
  • When asked, ‘Which forms of advertising would you miss most if it disappeared tomorrow?’ approximately ½ of consumers cited print ads.

Here’s what print advertising may be able to do for you:

  1. Drive Sales:  This is why we advertise, right? Print advertising can be an effective way to drive sales – both online and off. Case in point – nearly 40% of smartphone users report searching their mobile devices in response to an in-store ad followed by 31% who report searching after viewing a magazine ad.
  2. Longevity:  Internet ads disappear. Print ads in magazines, newspapers and directories can stick around for months or even years.
  3. Credibility:  Let’s face it-many people are still afraid to click on Internet ads due to fear of viruses and spam. With print, there is no such implied danger.
  4. Brand Awareness:  Print ads can be a useful way to solidify your brand image.

Print is still alive and well today and can be an effective channel to reach your audience. In fact, a recent survey of small businesses reported that 21.8% plan to increase their spending on print advertising in 2013.

Is print part of your 2013 marketing plan?