10.05 – Making The Most Out Of Print Advertising in The Digital World
Despite the decline in print advertising over the past decade, it still holds value in many marketing plans. Many consumers continue to engage with print materials, and research indicates that print readers spend an average of 20 minutes or more browsing through a publication. Surprisingly, the response rate for direct mail marketing is often higher than for email, and print catalogues tend to linger longer than fleeting digital experiences, potentially improving response rates over time.
Community Channels for Print Advertising
For small businesses serving local and regional markets, print advertising plays a vital role in establishing a presence as a community partner and resource. Many small towns still have daily or weekly newspapers or magazines that report on business news, community events, and local personalities. These publications are read daily by both locals and visitors and provide a valuable tool for building brand awareness and promoting timely offers.
Community newspapers are excellent for promotions targeting tourists and locals and for introducing the people behind your brand, enhancing your profile as a community partner.
Industry Publications
Another effective option for print advertising is industry trade journals and magazines. Most industries have publications that feature articles on industry news, regulatory issues, best practices, and case studies. Marketers can purchase full-page ads, partial-page ads, and sponsored content or editorials. Some magazines even allow the purchase of monthly columns to feature staff members as subject matter experts.
To stand out among competitors and other advertisers, craft an emotionally appealing and relevant ad. Trade magazines often have more ads than articles, so a quality, professional ad is key. Your print ad should include:
- High-Quality Images: Showcase your product, leaders, or concepts related to your value proposition.
- Clear Call to Action: Direct consumers to call, email, visit your website, or register for an event.
- Compelling Reason to Visit Your Website: Offer something valuable, like a downloadable paper, case studies, product specifications, or inventory browsing.
- Contact Information: Include your URL, email address, and phone number.
- Effective Copy: Highlight how you can solve a real and immediate need or problem.
Your ad should appeal to readers’ curiosity and emotional triggers. Sometimes, focusing on a customer’s pressing needs rather than showing product images can capture more attention. For example, Innovatus Imaging published an ad in an ultrasound imaging technology journal that featured a sports car with a flat tire to symbolize the pressure imaging professionals feel when equipment fails. This approach helped Innovatus Imaging stand out in a magazine full of ads with similar promises and claims.
Industry-specific print magazines often have high readership numbers and engaged readers. These magazines are also frequently posted online with ads intact, increasing visibility and boosting ROI.
By strategically using print advertising in both community channels and industry publications, you can effectively enhance brand awareness and engagement, complementing your digital marketing efforts.
