According to research, the part of our brains that is most predictive of future purchasing behavior shows more signs of activation while viewing physical print media compared to digital media.
Our brains are more stimulated by viewing print media than they are with digital media.
Contrary to what you may have heard, print is not dead. Take a look at these headlines about the value of print media:
There's No Substitute for Print—The Atlantic
The Urgent Quest for Slower, Better News—The New Yorker
For Two Months, I Got My News from Print Newspapers. Here's What I Learned.—The New York Times
Print is Dead. Long Live Print.—Columbia Journalism Review
Print media is here to stay. Here's why you need to consider print media for your next marketing campaign:
1. Create a Memorable Impression
Research has shown that people read more slowly when they are reading a paper than they do when they are reading online, which helps them gain a deeper understanding of the content. Similar to this study, which shows that students of all ages retain more information when they are examining a print source, your target audience will remember your advertising better if it's printed. Even the simple act of holding the paper helps improve our memory of the content.
2. Maximize Your Media Dollars
Are you looking to stretch your marketing budget? Go with print advertising. In some markets, direct mailers can go out to as many as 5,000 recipients for as little as $1,500.
TV spots and radio ads may exceed your budget, but print ads not only have memorable staying power, they are easier on your bank account. Advertisers at all budget levels can find solid options for print advertising. Oftentimes print ads, including those found in the local newspaper, are a great way to reach your target demographics.
3. Reach Specific, Targeted Markets
Print publications serve specific demographics and consumer groups and can help your brand make headway within your target market. Think about your city's newspaper; it focuses on your city and the greater area, which makes advertising in the newspaper ideal for smaller and medium businesses interested in reaching potential clients and customers within their community.
What about larger publications? They may have a larger geographic reach, but they cater to customers that share interests in particular ideas and themes. For instance, magazine publications range from national consumer titles to niche business and health-focused issues. These subscribers have already spent money on products related to yours, so you can tailor your print ads to these interest groups.
4. Establish Credibility
There is a certain level of perceived credibility once your advertisement appears in a print publication. Readers are more likely to accept the messaging in print advertising simply because it appears in a trusted publication.
How does trust in print media compare to other channels like social media? One report states that 56% of people trust the news they read in a newspaper compared to 34% of people who trust the news they read on social media.
This idea is what psychologists refer to as the "halo effect," when positive qualities from one aspect (like a printed publication) influence how another aspect is perceived (in this case, the advertisement).
5. Advertise with Ultimate Control and Visual Appeal
There's nothing quite like a well-designed advertisement that gleams and glows from the pages of a magazine — or that has the authority and grandeur of an ad in the Sunday paper. An eye-catching print ad can draw attention and practically command the reader to take notice.
But can't this be done in other media? Not with the same level of control. Media buyers select the size, location and content of their advertisement. This is a great way to ensure that your ad reaches the right viewers; the ones who will be most receptive to your message.
6. Engage with Your Readers
When we watch TV or listen to the radio, it's a passive process. Our devices share images and sounds, but that may not always be enough to engage with readers anymore. However, with a newspaper ad, magazine ad, or direct mailer, consumers hold it in their hand — they must make a conscious decision to engage the words and images on the page.
To physically turn pages, hold a book or paper, and look at the paper requires more engagement. Just how captivating is a print advertisement? When it comes to newspaper advertisements, 79% of readers stated that they respond in some way to a print ad, by taking actions such as clipping out a coupon, visiting brand websites or making purchases.
7. Motivate Your Audience to Take Action
QR codes and other interactive features in print advertisements are spanning the divide between print and digital advertising. These creative elements drive traffic from print media to brand websites and online stores, inspire consumers to connect with companies in new ways and help customers engage with brands online.
At Mediafiche, we provide the only customized, print media buying tool designed to save you time and money. With over 6,000 magazine titles in our comprehensive database, both in-house and agency media buyers will discover media that reaches their ideal audience. Want to learn more? Sign up today to receive a free demo!