13/06/23 // Uncategorized
Why print advertising isn’t dead just yet!
Written by: Simon
We are in a digital era. With Google’s recent announcement of its use of generative AI to boost search ads based on query context, it seems that we are pushing further away from traditional media into the realm of digital. In fact, 48.7% of U.K spend for marketing is taken up by digital activities, an increase of 12.8% from last year. However, this still means that 51.3% of spend is on non-digital methods, meaning traditional marketing methods such as print aren’t dead just yet. So read on as we explore the controversial opinion that print advertising isn’t yet dead.
Firstly, to understand why print advertising isn’t dead, you must understand why people believe that it is. The rise of digital news and advancements in technology means that people consume their news differently now. People are constantly on the move and being able to shift to a handy and accessible online format means that they use online more often now. As well as this, costs for advertising in print media can vary based on the publication and it can be a lot harder to measure effectiveness compared to digital mediums as they can’t offer the same measurement techniques as you can get with ads ran on digital platforms. All of this makes it seem like that we should not be spending on non-digital. So why does 51.3% still go towards these types of advertising, when as far back as 1993, people were claiming that print would soon be dead?
Well, there is multiple reasons for this being the case. Newspapers are great for localised targeting in order to drive ads within an area. For example, if you are opening a new location and need to attract customers or a business recruiting for roles in specific areas, newspapers (especially area specific publications) allow targeting of an area where the ad will be relevant to your audience. And contrary to popular belief, people still read magazines too. In fact, 62% of millennials prefer to read printed magazines now, showing that it is still a large part of the media that individuals consume. Also, don’t doubt the trust and attention people will have for the printed word. If people are reading a specific magazine or newspaper, it’s because they have chosen to and trust the content inside, meaning that in turn they are more likely to trust the advertising inside too.
When done as part of a well-rounded and planned out campaign, print advertising can still be an effective performing media format which can help boost brand trust and quality perceptions. To find out how you can utilise print advertising in your next campaign, get in touch today.
References:
https://cmosurvey.org/wp-content/uploads/2023/03/UK_The_CMO_Survey-Topline_Report-March_2023.pdf
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