Digital media has caused a lot of debate about how it has changed the way businesses use traditional marketing. As new digital methods continue to expand and grow, some believe this could be the end of traditional media as we know it. In the debate, one side claims that digital is king, while the other insists that traditional media still holds appeal. Both arguments have merit, but the idea that print is dead is mistaken.
The reason why print media has remained successful over the years, even with the rise of digital marketing methods, is because it’s personal and reliable. Consider too that 80% of people never click on an online banner ad. Taking up more of your marketing budget, is it worth it for that small 20% of the population who will actually click on your ad? Print media offers the receivers something to grasp in their hands, something real.
What are the advantages to print media?
It has been found that 63% of adults in Britain read physical copies of magazines, with only one in ten reading magazines online. With monthly magazines from big names such as Vogue, Cosmopolitan and Elle, the best way to get your advertisement noticed is through monthly magazines.
Print media is particularly successful within local areas – it’s a great opportunity to spread news and awareness, whether its news of a new business opening or a takeaway menu or the publication of a local newspaper. Considered as a trusted source for news and other information, print media continues to generate engagement from versatile and creative publications.
With the competitiveness on digital media promotions, print media is generally the cheaper option for businesses. From leaflets to magazine advertisements and local newspapers, your campaign becomes tangible for the reader. Giving your audience something physical to hold in their hands and read brings your campaign to life and into reality – for audiences, what they are holding is something real to engage with. A digital advertisement can disappear in seconds into cyber space, but a magazine, newspaper of leaflet can stay in houses or offices for months.
Digital media platforms have become overcrowded meaning that you might not benefit from using this type of marketing promotion; print media gives more space for businesses to promote.
Helping the economy
Despite the rise in digital media, print media still contributes towards to the local economy. Local newspapers are one of the biggest contributors. In the second half of 2014, the London Evening Standard paper circulated to 824,515 copies, an increase of 21.9% from the previous six months – whilst smaller regions such as the Sunderland Echo (18,876) and the Birmingham Mail (30,597) were amongst the worst performing titles, they still circulated in the thousands during the six-month period. There is clearly still a market for regional papers despite the rise of online news platforms. The locally paid-for newspaper publications help to put money back into the region.
One of the most common types of prints in print media are takeaway menus and they help boost the local economy. As new businesses open around the region, leaflet distribution, provided by companies like Direct Letterbox Marketing, is one of the best ways to spread the word. Whilst some people consider direct mail to be a bit of nuisance, it makes people aware that you exist and it is a trusted and traditional form of marketing. For new business, it draws locals towards your business. Food and dinner trends have evolved too, meaning more and more people are choosing to eat out or order takeaways instead of having a traditional family homecooked meal.
Using this method of promotion for their business, takeaways are informing their local audience on what they can get from their service – heightening the appeal of what they can deliver as a company. And of course, this leads to a return in money for that which was invested by the business, improving successful economic development in the local area.