What is the first thing man of us reach for in the mornings? Our phones. We are constantly on them, day in, day out. Checking emails, looking at our many social media accounts, making notes, keeping track of meetings – our phones go everywhere with us as too does the internet. But what about print? What has happened to the time when you would get up, have a coffee and flick through the newspaper, has print simply gone out of fashion or has it just remodelled itself in our busy lives?
As a company wanting to advertise it can be exhausting being bombarded with the many multiple media channels which are available to reach consumers, online, radio, TV, outdoor etc., etc. – so where does print advertising come in? Studies have shown that print remains more responsive, more targeted and more trusted than most other advertising mediums.
Most of us are constantly absorbing information from one source or another. A study from 2008 posted in the Journal of Research in Reading, however, discovered that reading online may not be as effective as reading print. Why? When we read online, we have many distractions. I am sure many of you find yourself drifting to Facebook or Instagram, even in the midst of reading articles: scrolling, exiting out of pop-up ads, clicking links, videos, etc. Print does not come with all these distractions. Print allows readers to properly absorb more of the information they see – an excellent benefit for advertisers that want customers actually paying attention to their ads!
Why is print important? Any great media plan involves using multi-media channels including print titles (like magazine advertising, regional press and national press) that are consistent with your brand. Not only that, but readers are more likely to see and read through your ad rather than wading through the many distractions they have on the internet.
In summary, although the role of print media has changed, it is still an important part of any serious marketing plan, and is still a great way to communicate with consumers.
Amino firmly believes including print your marketing plan today is essential to an effective campaign as it was some twenty years ago.