In 2014, a large number of U.S. and Canada-based magazines ceased publication due to high printing costs and lower revenue, while some have decreased the number of issues. Many publishers were forced to launch campaigns and flashy promotion to meet print production expenditure.
The magazine industry is not the only one affected by the surge of users on the Internet and social networks. Businesses are also moving their advertising efforts to the digital community, to take advantage of the cost-effective and convenient way to reach a wider audience.
Despite the decrease in demand and revenue, however, print isn’t really dead. Yes, circulation is generally down, but this supports an ideal advertising condition. This means that current circulation numbers cater to the most engaged consumers. According to print marketing statistics, 56% of consumers still trust print marketing than other advertising methods. Also, 7 out of 10 people find direct mail more personal than online ads.
As More.standard.net says, print is a timely and striking form of advertising, designed to reach a specific consumer segment and highlights a particular facet of the business. Here are some of the benefits of print over its digital counterpart.
Authentic and Credible
Online ads are often questioned for its credibility. With the danger of possible spam and viruses online, consumers are wary of opening emails and leaving online footprints. The tenure of a publication adds credibility to the content. This gives the readers the notion that printed media are more legitimate. This is further supported by the fact that the ink written on paper will not change while digital content is easier to manipulate.
Tangible and Familiar
Physical copies, according to an article about psychology in branding, or tangible media evoke emotional stimuli and memory. A printed advertisement registers more activity in the area of the brain that integrates visual and spatial information.
Print media output allows users to know exactly where an important information is located. With digital media’s multiple links and disorienting pages, it’s a hassle to navigate through the less-intuitive websites.
These results show that print is not dead, and has actually evolved and adapted to digital platforms. A study of small business advertising shows that 76% of small-scale businesses use both print and digital tools and techniques in marketing. The collaboration of the two media forms delivers a stronger advertising strategy.