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Printed publication advertisements offer several advantages that digital adverts often struggle to match.
click the button below learn more about the 7 advantages print adverts have on digital adverts
7 Advantages print advert has over digital.
1) Tangibility and Credility:
Printed publications adverts offer a physical presence that digital ads are unable to replicate. Studies have shown and the ‘Trust in News’ study did indicate that print publications are generally more trusted than digital publications.
Temple University in Philadelphia in 2015 carried out a neurological study which also found that people are more likely to remember an advert (and where they saw it) one week after viewing it when the advert was seen in print rather than online.
What this means is, there’s something about printed publication information that the human brain enjoys and connects with that online information is simply unable to match.
In short, readers often trust print more than online ads, as it feels more authoritative and is heavily curated.
2)Targeted Audience Engagement:
Print advertising and marketing are still a form of communication for most businesses looking to target specific audiences in local areas.
Your localised printed publications such as brochures, flyers, magazines, newspapers and posters are more likely to be seen by the intended target audience than a social media post.
This makes sense as these people are likely to walk past the published material on a daily basis and your printed - brochure/magazine/newsletter - can become a niche publication, help you reach defined audiences and help you grow your business. This satisfies advertisers as it reassures them they are reaching the right audience.
3) Longer Shelf Life:
Information on the internet is fleeting as an advert posted online today may be gone by tomorrow and lost in cyberspace.
Printed publications, on the other hand, can last days, weeks, months and even years depending on what and where it is. This is where confusion arises between circulation and readership.
Readership usually exceeds circulation by 10:1 and magazines are, more often than not, kept for reference - especially if a family member/relative is featured - thereby increasing exposure over time.
As humans, most of us are tactile and love being able to physically touch a magazine/brochure and then create a stronger sense of familiarity and value than any fleeting banner or series of hyperlinks on a screen can.
4) Less Competition for Attention:
Adverts in printed publications stand out because there is no competition for attention which means your publication can be read without interruptions.
Unlike the digital world, where attention span is reduced to 7 seconds, your attention is constantly bombarded with adverts, banners, pop ups and so on.
Readers engage more with printed content more deeply.
5) Higher Perceived Value:
Businesses that use printed publications are seen as more established and credible.
A well written and well placed advert in a respected magazine can and does enhance brand perception. This is due to their tangible nature, sensory engagement and emotional connection.
The physical act of turning the pages, the smell of ink on the paper and the visual appeal of a well designed layout creates a more memorable experience compared to scrolling through a screen.
6) Multi Sensory Experience:
Printed publications engage the senses - tangible, feel of the paper, sight - look of the brochure/magazine. In some high quality travel or prestige car magazines, you can actually feel yourself strolling along the sandy beaches or smell the leather inside a luxurious Rolls Royce or Bentley.
7) Supports Local and Niche Markets:
Printed publications allow for highly targeted messages and distribution.
Local (community) newspapers, community magazines and direct mail campaigns are able to reach specific geographic areas, and niche magazines are able to connect with focussed demographics.
This level of precision can help businesses reach the right audience with the right message, build relationships and foster trust.