If you’ve been around since digital advertising first took hold, you’ve probably heard a lot of talk about print advertising dying out as a response. There’s a level of truth, in that you’re seeing a lot of major media companies making the shift to online as a major platform, and many advertisers going that route too. However, if you open up any print magazine on any shelf in the country, you’re going to see plenty of print ads. So, if you’re using immigration ads or any other option., here are some of the reasons why print media is worth working on.
One of the first things to understand is that print may be more specialized due to changes, but there are always going to be situations where it comes out on top. One of the key situations where this is the case is an environment where you are naturally going to come into contact with your customers more. For example, retail stores or events are good places to distribute print materials, and so those are good targets for advertisers. In addition, certain audiences are more likely to respond to print.
One of the most common examples of this are senior citizens, who are used to and sometimes prefer reading long-copy mailers as opposed to using the equivalent products online. However, one market where print also still has its use is luxury consumers. Major publications have a certain presence that matters more to luxury consumers, so when trying to advertise products for these, a hybridized approach is best as opposed to trying to pick one approach over the other. A third example is hyper-local markets that still respond to the “yellow pages” approach. This can vary by industry.
One major reason that print media and advertising will manage to live on is due to the fact that there are still plenty of offline entities and influencers who are driving people towards these efforts. It may not be enough to supplant digital advertising, but it’s enough to get a solid ROI depending on your niche.
There’s also one rather interesting situation that’s taking place as digital advertising grows more and more, and that’s digital ads becoming a sort of white noise. The sheer volume of it naturally dilutes an impact. If you don’t believe this, consider the last hand-written letter you got. By comparison, remembering the last email you got is almost impossible. This means that advertising in print can be more memorable, but you still need to work with agencies to create the most effective final product.