Here are some benefits of print advertising to consider as you plot your promotional strategies.

  • Targeted Marketing. ...
  • Cost effectiveness. ...
  • Engagement. ...
  • High Ad Recall. ...
  • Loyal Readership. ...
  • Pass-along Exposure. ...
  • Longevity. ...
  • Credibility.

Is Print Advertising still a viable alternative to digital marketing? Or, do they work hand in hand in order to reach that target audience?

Targeting

Whether print media advertising will work for your business is largely dictated by the audience you’re trying to reach. Young consumers who grew up without exposure to print media are obviously less likely to read newspapers than the older generation who grew up with print media. Taking out an ad for a technology product in a newspaper, for example, is likely to be less effective than taking out the same ad on a technology website. Advertising in magazines makes it easier to reach your targeted audience because you have the option of choosing magazines that target your audience.

Cost

While print advertising isn’t dead and is still effective -- depending on your business -- it is more costly than other forms of advertising. Lou Dubois of Inc.com explains that print advertising is often thousands of dollars more expensive than online advertising. While you may spend upwards of $50,000 for an ad in a well-circulated magazine, you’ll likely pay a fraction of that to run the same type of ad on a website that attracts similar traffic.

Impact on the Consumer

One advantage that print advertising has over other avenues of advertising is that print advertisements often make more of an impact on the reader. Take the Internet for example. Because readers of Internet content see so much information in a short amount of time, they become used to seeing the ads. People effectively become ad blind and often disregard the advertisements. That’s not the case with print advertising. Researches at Penn State University conducted a test in 1998 to gauge whether online advertisements or print advertisements were more memorable. The researchers concluded that print ads stuck with readers far more than online ads.

print advertising

If your target audience reads print magazines as a regular part of their day, there is still a reason to consider print ads in your marketing mix. However, you need to adjust the expectations of actions your audience will take. Print ads will be more effective if they are a complement to your digital campaigns already in play and entice readers to interact with your brand online.

Print is a multi-sensory experience. Just like online, you can see the content, but you can also smell the ink and feel the paper in your hand, resulting in something more tactile than the scroll and swipe online experience

Print ads also seem to trigger activity in the parts of the brain associated with reward processing and desirability – as close as you can get to a “buy button” within the human brain.

Digital marketing is an important way to reach valuable local consumers – but if you don’t have print in the mix, you’re likely missing out on a powerful tool for growing revenue.