Print Marketing – The Ink is Still Bright
Print Marketing refers to the effort of spreading marketing information to the target audience through the use of the printed media such as newspaper and magazine advertisements, brochures, leaflets, mailers, flyers, posters and catalogues. Print Media Advertising is the use of the printed media for advertising to attract, encourage and retain the target audience for the products and services of the advertisers.
While social media and digital advertising are the buzzwords in the world of advertising and marketing these days, the print media seems to be a definite come down but is it really that? Come to think of it, the average person this day has access to live, real-time information when it comes to what is happening all around the world, yet she spends some time every day in reading the newspaper, which basically carries yesterday’s news ! Why do people do that? The answers to this question would lead us to understand why Print Media Advertising will never die.
• We spend a lot of time at work or at home glued to the digital screen; the fast pace of information emanating from the internet or the television makes it very difficult to retain or recollect things. We also multi-task when we are digitally connected, we talk on the phone, check emails, maybe write out a report or do household chores, very rarely giving our complete attention to what is on the screen. Now, think about reading a newspaper or a magazine or even a brochure. We give our entire attention to it don’t we? The act of reading becomes our focal point when we have some printed matter with us. Reading allows absorbing and reflecting upon information at our own pace and gives us a sense of control over our own thinking.
• Print is still considered far more credible than digital information. People at the back of their minds believe that if time, expense and effort have been expended in printing something, it obviously must have some value attached to it.
• Printed items are still far more portable than all other types of media. One does not need to carry any chargers or electronic devices to read a magazine or a newspaper or even a sales catalogue. Reading can be done virtually anywhere except in total darkness!
• Most magazines and newspapers already have established readers who have been well-profiled, so a business opting for Print Marketing does not have to do any research to find out about the target audience. It just has to align itself with a newspaper and magazine which has proven readership amongst those customers whom the business wants to target.
• In advertising and marketing, it is important to remind the market about the available products and services of a business at a regular frequency so as to build brand recall and consequently brand loyalty. Print Media helps to do this to a large extent because newspapers and magazines are printed at regular intervals and read by the same set of readers.
• Finally, printed material lasts much longer than electronic material and readers may set aside a brochure, flyer, catalogue, newspaper or magazine for future reference. With the electronic media, this is not a common practice. The physical presence of printed material is still a reassuring factor to most people.
In conclusion, we can see that it is too early to ring the death knell of Print Marketing. Print media still plays an important role in the lives of people and will continue to do so despite the various challenges which crop up. Print Media Advertising too will continue to thrive and give the maximum mileage for every penny spent on advertising.
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