1. Independent research company Toluna found that US consumers of all ages believe print content is more trustworthy than digital. Most people surveyed considered print preferable to digital for recreational reading (73 percent) and believed that reading news in print provides a deeper understanding of the story (71 percent).
Source: "Fit for Print: Why Catalog Marketing Is Still Relevant in the Digital Age," Skyword Content Standard, November 5, 2018
2. Print is much more effective on small scales, when you can get to know your demographics better and avoid paying the costs of large-scale transportation. This means print advertisement is less expensive and more effective for local businesses.
Source: "Five Ways Print Ads Can (and Probably Will) Stay Relevant," Value Walk, May 25, 2018
3. Yes, it’s true that we’ve heard this all before—that people are abandoning social media, that the platforms are doomed. . . . But I do believe that this time is different, the beginning of a massive shift, and I believe it’s the fault of these social networks.
Source: "The End of the Social Era Can't Come Soon Enough," Vanity Fair, November 23, 2017
4. The growing mistrust of computers in both our personal lives and the greater society we live in is inescapable. . . . A recent Pew Research Center survey noted that more than 70 percent of Americans were worried about automation’s impact on jobs, while just 21 percent of respondents to a Quartz survey said they trust Facebook with their personal information. Nearly half of millennials worry about the negative effects of social media on their mental and physical health, according to the American Psychiatric Association. So what now? Thankfully, the analog world is still here, and not only is it surviving but, in many cases, it is thriving. . . . younger consumers drive most of the current interest in analog . . . In contrast with the virtual “communities” we have built online, analog actually contributes to the real places where we live. Like the hardware store, Italian grocer and butcher on the same block, the brick and mortar presence . . . adds to my neighborhood’s sense of place and gives me a feeling of belonging.
Source: "Our Love Affair with Digital is Over," The New York Times, November 18, 2017
5. Marketing Sherpa Survey: More than four out of five Americans (82 percent) trust print ads (newspaper, magazines), while 80 percent trust TV ads. In comparison, online pop-ups were trusted by only 25 percent.
Source: Print ads in newspapers, magazines are most trusted ad channels for purchase decisions,” Southern Newspaper Publishers Association, March 20, 2017
6. Many local businesses are finding that hyperlocal advertising—in any media channel that is primarily focused on the needs and issues of the people in that immediate vicinity or community—are more effective than traditional mass-market ads. In the digital age, it's become easier than ever for small businesses to gain global attention. But is this really the right way to go? In many situations, what local businesses really need are more local customers. The smart use of targeted, hyperlocal advertising can be a powerful way to connect you with a growing, passionate, local tribe.
Source: Itai Elizur, “Why Hyperlocal Advertising Works So Well for Local Businesses,” Small Business Trends, January 16, 2017
7. About 7 in 10 connected American adults (those with internet access) have read a print magazine within the past 30 days . . . The results indicate that print remains the preferred platform for magazine readership today. Also of note: magazines tended to attract affluent readers at an above-average rate whether in print or online.
Source: “US Print Magazine Audience Stays Steady, Outnumbers Digital Readership,” MarketingCharts.com, August 16, 2016
8. Readers of city and/or regional magazines are mostly affluent, well-educated, and often make purchases based on ads seen in print publications, according to an independent readership study commissioned by the City and Regional Magazine Association (CRMA) . . . regional magazine readers are mostly female (61 percent), generally hold a college degree (79 percent), and are relatively affluent, with a median household income of $162,000. And the items on which they dispose of that income often come advertised in the regional magazines they read; 68.4 percent of regional magazine readers purchase products and services from ads seen in publications, suggests the survey.
Source: "Print Ad Influence Remains Strong Among Regional Magazine Readers," Folio, May 23, 2016
9. The facts are . . . across the country, printed, free, hand-delivered publications are generating millions in advertising revenue. As long as the magazine is of sufficient quality and has relevance for its readers, there is an audience and advertisers will respond. To date, I simply do not see that in digital.
Source:: RickCoulter, “The Future of Hyperlocal is Black and White,” Cardiff University Centre for Community Journalism, March 22, 2016
10. An effective marketing campaign works best when print is used with other media as one element of an integrated solution. Research has shown that adding print to the advertising media mix will increase the ROI of the overall campaign. Print media will not only add to the ROI, it will also enhance the ROI of TV or online in the mix.
Source: “Why Print Media? Putting the advertising media mix together,” Print Power
11. According to a February 2014 study by GfK Panel Services, the arm of the Nuremberg, Germany-based research firm that specializes in ROI studies, magazine and newspapers have the highest ROI, at 125%, compared with other ad mediums including TV and digital, which weigh in at 87%—and that's ROI in concrete revenue terms.
Source: Molly Soats, “Why Print Matters,” American Marketing Association, April 2015
12. According to the MRI Survey of the American Consumer, so-called “influentials,” those who sway the purchasing decisions of other consumers, are influenced by print. 61% reporting being influenced by magazines and 53% by newspapers.
Source: “Eight Reasons Why Print Advertising Is King,” MediaBuyers, LLC, March 2, 2015
13. As long as your products and services are in synch with a niche magazine's subscribers . . . specialty publications offer you a dedicated market.
Source: “Top Five Benefits of Print Advertising in Niche Magazines,” HCP Aboard Publishing, May 29th, 2014
14. Print advertisements, specifically magazine ads, generate the best results across four of the five components of the purchase funnel . . . For a small business seeking to maximize the return on investment for advertising, print advertising also outperforms both television and Internet advertising.
Source: Eric Dontigney, "The Advantages of Print Advertisements," The Houston Chronicle
15. When ads for each medium are delivered to audiences of the same size, a full-page, 4-color magazine ad is 90% as effective as a 30-second TV ad and an Internet banner ad is 17% as effective.
Source: “Time-based Comparisons of Media Effectiveness: A New Approach,” Rebecca McPheters (McPheters & Company), Dr. Scott McDonald (Condé Nast), presented at Worldwide Readership Research Symposium, 2009
print advertising: fifteen reasons
Bottom line for your bottom line: People still trust print.
Here are fifteen reasons you should, too.
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