In a world of unfounded biases, questionable metrics and marketing jargon, we’re all of us searching for media that makes a real and measurable impact. But an evolving, expanding, and increasingly fragmented landscape is making it difficult for agencies, brands, marketers, planners and creatives to decipher how print media figures into the mix.
So while you’d be forgiven for believing print media has taken a backseat in recent times. What with legacy publishers laying of staff, newsbrands losing ad revenue and social becoming the undisputed darling of advertising. The point is, print continues to be an effective, trusted and cutting-edge complement to your campaign mix – and one that delivers actual results.
More on that here, but below we pour over the seven reasons why print media, be it advertising in newspapers, advertising in magazines, direct mail, customer magazines, door drop or catalogue, deserves a place in the campaign mix.
Unfortunately, marketers’ perceptions about which channels are most effective rarely align with reality. The truth, rather, is that print – particularly magazines, newspapers and direct mail – is consistently sidelined by marketers, in favour of far less effective platforms.
But for those who are willing to cut through the #:)@*! and look beyond the ‘death of print media’ fallacy, there’s no question that print is a top table medium that boosts ROI and commands attention.
‘Planning for Profit’, a study conducted by Benchmarketing in 2018, proves there is opportunity for advertisers to optimisetheir spend on newsbrands. And in fact increasing newspapers’ share of the pie could more than double current campaign profit ROI. Should they choose to ignore this fact, brands stand to miss out on £3bn in profits.
From newspaper ads, which increase campaign ROI by as much as 280% for retail and 570% for finance, to direct mail and door drop, 21% of which go on to create commercial actions, and magazine ads, which generate £2.43 for every £1 invested, print boosts campaign effectiveness
Print isn’t merely paper, and smart marketers are tapping into technologies like photochromic inks, printed circuits and specially engineered stock to unlock new creative opportunities and deliver a more engaging experience.
Print, be it magazine, door drop or catalogue, taps into the sensation of touch – one we rarely explore on screen. The tactility of print, meanwhile, creates an impact, it elicits an emotion and improves remembrance. All factors that enhance marketing effectiveness and boost engagement.
We are seeing more brands harness the power of the tangible, using prints, inks and varnishes to make an emotional connection. While still more are toying with print conventions, challenging our associations with traditional media to create something that feels fresh and authentic.
Marketing and advertising, after all, is all about ideas, and there’s no shortage of the good stuff in print media. Don’t believe us? Even the folks at Cannes took a break from their bubbles to politely clap a handful of campaigns to the podium.