The Power of Print Media in Modern Marketing
With businesses pouring millions into online marketing and ad spends on social media and email marketing continuing to rise every year, it seems like an entirely new era of advertising. Out with the old, in with the new. But, print isn’t outdated or obsolete, it is still alive and well. In fact, print media hasn’t just survived—it’s thriving. Print remains an effective channel for businesses, offering unique benefits.
To the Point: Print media remains a powerful marketing tool due to its ability to create trust, engage consumers on a deeper level and complement digital strategies effectively.
THE EMOTIONAL CONNECTION OF PRINT
One of the main reasons print is still relevant today is its ability to create a deeper emotional connection with readers. According to a study by the United States Postal Service, 60% of people find print marketing more engaging than digital ads. The feel of a newspaper or magazine can never be replaced. Print engages multiple senses—sight, touch and even smell—and this multi-sensory experience that can’t be replicated by digital media. Studies show that readers of print media are 70% more likely to remember a brand than those who see a digital ad. This is crucial for businesses looking to build brand recognition and customer loyalty.
To the Point: By integrating print with digital campaigns, brands can capitalize on this deeper emotional engagement while driving consumers to their online platforms.
PRINT IS TRUSTED
In a time when digital platforms are saturated with pop-up ads, fake news and spam, print media offers a refreshing level of trust. Print is permanent. Unlike a social media post or digital ad that can be updated or edited within minutes, once a magazine has been published, it can’t be changed. This communicates a greater sense of responsibility for writers, editors and publishers to verify accurate information and a greater level of trust in the information provided.
TARGETING NICHE MARKETS
One of the most overlooked advantages of print media is its effectiveness in targeting niche markets. Print allows businesses to communicate directly with specific audiences in a personalized and tangible way. The tactile experience of holding a magazine, brochure or direct mail piece leaves a lasting impression that an online ad or email can’t quite match.
EASIER TO DIGEST
With the overwhelming amount of content people are constantly consuming online—whether it’s scrolling through social media, reading emails or watching ad breaks during a binge of their favorite shows—digital fatigue is setting in. Consumers are becoming more adept at blocking out online advertisements, either through ad blockers or simply by ignoring the flood of content. Print is visually less demanding than digital text and is easier to absorb without the distracting pop-ups we face with online articles or content. Print offers a moment of respite, allowing consumers to relax and focus on simply engaging with the content.
PRINT AND DIGITAL: BETTER TOGETHER
While digital marketing undeniably has its strengths, the most effective campaigns often combine both print and digital elements. Based on a study by Canada Post and True Impact, campaigns that combine both print and digital channels produce a 39% higher recall rate than those that rely on a single channel. A direct mail campaign drives recipients to a website or online store, where they can engage further with the brand, while digital ads complement a magazine campaign by keeping the brand top-of-mind across multiple platforms. This integrated approach allows businesses to maximize the benefits of each medium.
Print remains a critical component of a balanced marketing strategy. Whether it’s building brand trust, cutting through digital noise or reaching niche audiences, print media remains an essential tool for businesses.
The Fine Print:
- 72% of people find printed ads less intrusive than digital ads. (HubSpot)
- 56% of customers trust print marketing more than any other form of advertising. (Deloitte)
- 90% of direct mail gets opened, compared to only 20-30% of emails. (Data & Marketing Association)
- 92% of 18-23 year olds find it easier to read words in print than on a screen. (Zipdo)
- 85% of consumers are more likely to remember a brand seen in print versus online, (Zipdo)
Got Questions?
If you’re ready to maximize your marketing efforts by combining print with your current marketing, our team at exploreMedia is here to guide you! Reach out to [email protected] to learn more.
