The power of print at a glance
- Print is more effective than online – contrary to the general view.
- Print advertising achieves an ROI of 120-130 percent.
- Classic media KPI’s disregard qualitative factors such as acceptance and trust.
- Mixed campaigns that include print are far more effective than mono-campaigns.
For over 20 years, auditor and consultant Rouven Dankert has made sure that marketing budgets are spent as efficiently – and effectively – as possible. We asked the founder of Hamburg’s Independent Media Guides how best to use print as an effective advertising tool.
Rouven, when it comes to print, reality and perception are worlds apart. A study by Ebiquity shows that print is far more effective than it’s given credit for by media planners. Why this erroneous group think?
I’m afraid this attitude to print is widespread, and it doesn’t only exist on the corporate side. “Digital drunkenness” – to use a term coined by former Mindshare boss Christoph Baron – doesn’t only affect companies, it affects agencies too. Corporate marketing bosses are under digital pressure, having to explain why they DON’T invest in digital on a certain scale. Those who promote print, on the other hand, have difficulty tallying rising prices with falling circulation numbers. All of which doesn’t make it easier for print as a medium.
How do companies respond to this? Are they still open to print?
From where I stand, companies are still very open to a well-differentiated media strategy aimed at long-lasting brand building – a strategy developed with creative and media agencies. However, companies are critical of rising prices against a background of falling circulation numbers and the corresponding hike in CPM. Publishers have some more explaining to do here. They need to make sure prices change in sync with circulation.
We live in a digital age where it seems that social media is de rigueur. How can print stand out in this universe? Or is print, like all other media, at its best when it works in concert with other channels?
Absolutely. Studies have shown that the interplay with other media has significant effectiveness upsides when compared to mono-campaigns. This is just as true for print as it is for all other media. Incidentally, changes in how media are used has impacted the reach not only of print, but of TV as well. However, across the board, print has a credibility and acceptance bonus, which some publishers extend digitally – with remarkable skill and success.
Does the ROI reflect this?
Yes. According to a cross media study by Germany’s research institute GfK, print advertising in newspapers and magazines had the highest ROI when compared to radio, TV and online banners. The study found print ROI running at 120 to 130 per cent. This means: every pound spent on print advertising yields an average return of £1.20 to £1.30.