They allow businesses to effectively reach their target market.
Print advertising helps businesses advertise in newspapers, magazines, brochures, flyers, billboards, and so much more. Print ads can lead to repeated viewings and higher brand recall because they are tangible and can be displayed for a longer period of time. This provides businesses with long-term exposure and brand recognition.
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What are the pros and cons of using print advertising in a digital era?
High Trust and Engagement.
Print advertising generates high trust and engagement among a specified audience. These ads are the most trusted, followed closely by TV and radio ads, with online advertisements being the least trusted. Printed ads capture the attention of a reader more effectively than digital ads, which are more often overlooked or purposely blocked by ad blockers. Because people can use their physical senses like touch when looking at a print ad, these kinds of ads are important for leaving a lasting impression on a reader.
Creative and Flexible.
Print ads are very flexible and offer different creative options for media buyers. These ads can come in a variety of sizes, shapes, colors, and layouts, while utilizing different fonts and colors, to create eye-catching advertisements. Print ads are the most easily customizable ads for a company to design in order to fit the needs and preferences of its audience. Depending on what print media outlet the ad shows up in, a company can use the credibility of the outlet to enhance its own image.
High Cost and Low Reach.
Print ads can be very pricey and they also have lower reach than that of digital ads. Print ads take more time and resources to make, distribute, and track success than online ads, which can be created, posted, and tracked in minutes. Print ads can also only be seen by readers who buy the issue the ad is in, pass by it on the street, or subscribe to the outlet the ad is posted in. These ads have low potential to go "viral" or reach a more global audience, unlike online ads which can be shared, liked, and commented on by people all over the world.
Difficult to Measure and Optimize.
Print ads make it very difficult to measure and optimize performance and effectiveness. Online ads can provide data in real-time, and provide feedback instantaneously on metrics like impressions, clicks, conversions, ROI, and others. Print ads rely on indirect, non-internet methods, like surveys, phone calls, and records of sales. When using a print advertisement, you will have less flexibility over the timing and placement of the ad, while digital advertising can be adjusted and changed based on the reaction to the ads.
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Magazines are print publications that cover a wide range of topics. Some brands that may be interested in publishing ads in magazines include industries such as lifestyle, fashion, health, technology, business, etc. Magazines are typically published on a monthly or bi-monthly basis. They can be found digitally or printed on that high-quality, glossy paper we all have seen before!
Why are they important?
Magazines remain applicable and valuable for marketing purposes, especially for brands that seek to target specific audiences and create a lasting impression. Combining magazine advertising with other marketing channels can create a well-rounded marketing strategy. This will allow businesses to reach a diverse range of consumers and achieve their marketing objectives!
Newspapers are traditional print publications. Some newspapers offer daily, weekly, or monthly news to a targeted audience. They can include a wide variety of topics. For example, current events; politics; business; sports; entertainment; and so much more. They have been a significant source of information for many decades and continue to do so today. Including a newspaper ad in your brand's marketing strategy could be a great option for you and your business!
Why are they important?
Newspapers can still be a valuable aspect of any marketing strategy. For small or local businesses, newspapers can provide an effective means of reaching potential customers and building brand awareness for a specific target market. Marketers need to consider their specific target audience in order to decide whether or not advertising in newspapers is the right marketing tactic for each specific brand.
Mail advertising has helped businesses advertise strongly for many years and will continue to do so for years to come. Although digital marketing has increased in popularity over the last few years, mailers are still a very important piece to a marketing strategy. They provide a personalized message right at your doorstep! Mailers are traditionally sent to both existing and potential customers.
Why are they important?
Mailers can also create reliable feedback and tracking data to measure the success of a company's campaigns. Mailers can be a powerful tool for engaging customers and creating leads which can eventually lead to an increase in sales.