The Millstone Times December 2019

Print Advertising Is Thriving! We can prove it! By Pam Teel

Print media advertising is a form of advertising that uses physically printed media, such as magazines and newspapers, to reach consumers, business customers and prospects. Advertisers also use digital media, such as banner ads, mobile advertising, and advertising in social media, to reach the same target audiences. Some say print media is dead but on the contrary, it’s very much alive and thriving. Modern advertising techniques use many ways to convey a message to the consumers. Print media, however, is one of the oldest forms of advertising. It also remains to be one of the most popular forms because it can reach a wider target audience. There are various types of print media, which help advertisers to target a particular seg- ment of consumers. Newspapers are the most popular form of print media. They are generally delivered at home or are available at newsstands, and it is the most inexpensive way to reach a huge mass of people quickly. Different types of news- papers cater to various audiences, and one can select the particular category accordingly.

Newsletters are publications that mostly covers one main topic. Sometimes, people have to subscribe for the newsletters, or many a time, they are even free. Newsletters are generally used as information sources for neigh- borhood, communities, and groups having an interest about that particular topic, or event. They are also used for promotional purpose, political campaigns, or for causes. Magazines provide detailed articles on various topics, like food, fashion, sports, finance, lifestyle, and so on. Magazines are published weekly, monthly, quarterly, or annually, and many of them are sold all over the world. Another great advantage of print media is that it is local, and they provide to their daily readers a big platform for their advertising and promotion of products in their prime target area. As a result, everyone easily knows about that information and the business. It builds branding and recognition. In society, print media plays an important role to increase awareness in all people about local happenings in school, the community and local interest and human affairs. The printing press allows us to share large amounts of information quickly and in huge numbers. In fact, the printing press is so significant that it has come to be known as one of the most important inventions of our time. It drastically changed the way society evolved. Print media are lightweight and portable. They consist of disposable publications printed on paper and circulated as physical copies in forms we call books, newspa- pers, magazines and newsletters. The most vital and significant purpose of print media is to share information as a written interface to a strictly targeted audience for whom the particular set of information or data has been meant for genuinely. The fact that these are visual, and tangible makes the human mind and memory retain more than digital views. For local advertisers, this means that traditional print media ads are more likely to make a lasting impression and, thus, lead to more sales. Local professionals and business owners need to consistently be in front of their main target customer. Direct mail print allows this. Also, when a business presents itself in a confident and credible way, more new customer sales generate, and repeat business continues. Perhaps the fact that print has been around so long gives it prestige. Thanks to its rich history, ads that appear in print tend to be taken much more seriously. The printing industry is far from dead because of print's versatility and flexibility as a marketing tool. Across the world, major advertising agencies insist that any size business maintain traditional media in their budgets. In today’s marketing landscape, digital fa- tigue has set in, with one in five people surveyed needing “digital detox” and 70% of people admitting they are reducing their consumption of digital media. Meanwhile, 70% of people are more likely to remember a brand that they see in print vs. online advertising. Print is also seen as a more trusted form of media than online platforms. Even online media powerhouses are finding success in print. DISNEY just released their first edition of Disney Extra Credit Magazine, a new publication designed specifically for students and educators who have a passion for performing. Disney Extra Credit Magazine puts Disney Performing Arts and Disney Youth Programs in the spotlight, showcasing behind-the-scenes looks inside some of Disney’s world-class entertainment.” BUMBLE is a popular dating app, introduced in 2014, that celebrates a “women first” credo. It has just launched a lifestyle magazine through Hearst Magazines Corp. that gives app subscribers more of what they’ve been asking for ―“more stories, more advice, and more real-talk about dating, careers, friendship, wellness, and life in general”, according to Bumble’s Editorial Director. Heavy hitter contributors and investors like Serena Williams, Priyanka Chopra Jonas, jewelry designer Jennifer Meyer, and fashion entrepreneur Lauren Chan are bringing their strength and eminence to the publication. AIRBNB’S’ global online marketplace of vacation rentals has been a hit since its inception in 2008. With a heavily used website and app, they’re now going old-school with a new print magazine. Airbnbmag, published through a joint venture with Hearst, is free for all registered Airbnb hosts, and is $18/year for everyone else. The beauty of this magazine is that the content is driven by online digital insights. Popular user searches determine the stories the magazine will feature. Perhaps more refreshing is Airbnb CEO’s take on the print publication. He values the staying power of print, saying “It isn’t ephemeral, as opposed to content on a feed that expires.” .WIDE is the name of the new free magazine Netflix issued in June 2019 to promote content ahead of the Emmys. Originating in 1997 as a movie-rental-by-mail company, Netflix made the leap to streaming media in 2010. Today, it releases movies, documentaries, TV shows, and much more. This proliferation of content makes it hard for Netflix to promote its programs and stars when new content is constantly launching and consuming all promo space. Enter Wide, a print magazine packed with interviews, glamour shots, articles, and inside looks of Netflix programming. It’s a growing trend in the world of online catalogers, too. WAYFAIR was founded in 2002 as an e-commerce home goods company, but introduced a print catalog to “present another way to ‘explore the great indoors’ by bringing together the best of online and offline for an increasingly immersive shopping experience,” according to their press release. Content for the catalog is deter- mined from the site’s data analytics. In fact, print catalogs are enjoying a revival, and many don’t look anything like the catalogs of decades past. Yesterday’s catalogs were just selling tools, endless tem- plated pages of product shot-description-price. Today’s catalogs are inspirational and aspirational, depicting lifestyles in gloriously composed scenarios. Print catalogs stand out in the physical realm. They hang around for a while in the buyer’s life. Catalogs tell stories. They suggest ideas. When online chooses print to elevate its existence, we should all take note.

82 The Millstone Times

December 2019

Made with FlippingBook Publishing Software