PRINT matters!

In recent years, there have been many claims that print media is on its way out. Digital is IN, and print media is OUT. Well, we beg to differ!

Digital media is definitely on the rise, but print media is still very much alive and well. Despite the industry’s struggles over the past half a decade, print is still finding a way to stay strong!

Print media helps us establish the value of our brand, and its worthiness in the marketplace, while communicating very broadly, with broad reach, to the right target audience. Digital tries to do some of that, but it’s still much more of a direct response. People still measure digital with click-throughs and conversion rates, and you can’t necessarily maintain marketing of a brand through digital alone. 

Our brains are built to understand holding and reading something physical better than something digital. We can see the text in its entirety when we hold it in our hands. We can look at the pictures, feel the pages, and comprehend more information. Flipping through a magazine and finding an ad that catches our eye is a much different experience than scrolling past a digital ad on a website.

We don’t know about you, but we still have a stack of magazines dating back a decade on our coffee table at home. They might not have the most current information but sometimes it’s nice to just page through a magazine instead of staring at a screen for a change.

When we open up a magazine, we are likely doing so to relax and are reading for pleasure. However, when we search for something online, we are likely looking for something in particular, on a mission or searching for an answer, a business or a product. We don’t necessarily care about the advertisements that pop up while we search. If we’re retargeted during later searches, the digital advertising might catch our eyes, but nonetheless, we’re much more likely to actually look at the advertisements while paging through a magazine versus searching on a website. Have you ever flipped through Vogue or Elle? Surely, the advertisements are some of the best parts!

Ask yourself again, when was the last time you marvelled at a beautiful digital advertisement? Digital advertising is effective and has the ability to grab consumers’ attention, but print media can be truly beautiful, artistic, creative and even engaging.

When consumers save magazines, and page through them again and again, they’re seeing our advertisement repeatedly, which doesn’t quite happen with digital. Magazines and print media can be forever, just think about magazines that cover historic events or feature timeless stories. We’ve had many readers saving those magazines, pass them around and share them with friends who will read (and see our advertisement) again and again.

Print advertising has had its fair share of struggles over the past years, but it’s still alive and well. Digital might be king in recent times, but mixing print into our advertising campaign can do wonders for your brand (and ours too).