Benefits of Print

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So much so that traditional online companies have recently started print magazines including : Airbnb , CNET . com and Catster . com . There has been lots of research on the subject and while many businesses have completely migrated their advertising efforts to the web because of its cost effectiveness , exposure potential and convenience , print still maintains its stance as a powerful and necessary component of an ad campaign . Let ’ s take a closer look at print media

and some advantages it has over its digital counterparts .

# 1 Prestige – The tangibility of print , and perhaps its rich history , means that if an article or advertisement appears in print , it ’ s more respectable .

# 2 Trust – AD AGE suggests that readers trust print more than the web in almost every area . The saturation of popups and banner ads on the web can be overwhelming and the fear of spam and viruses is enough make people weary of clicking . There is no imminent danger in a print ad .

# 3 Clearly Defined Target Audiences – Placing ads in specialty magazines can effectively reach niche audiences that may be more difficult to target online . When buying across a digital network , you can never be sure if your ad is reaching the right audience at the right time .

# 4 High Engagement Rates – According to Folio Magazine ’ s report on a survey done by Ball State University , magazines are the exclusive or primary medium 85 percent of the time they are used by consumers . This means that when someone is reading a newspaper or a magazine , they are not doing much else .

# 5 High Ad Recall + Branding – People do not easily forget an eye-catching print ad they come across in a glossy magazine . Also as reported by Folio Magazine , according to a recent MRI / Next Step poll , 55 percent of people say they pay a lot of attention to print ads . In fact , magazine ads have the second highest receptivity of any media , second only to TV .

# 6 Multi-Distribution + Longevity - Magazines get shared and passed on in households and among friends . And they stick around for months , even years while Internet ads can disappear into cyber space instantaneously .

# 7 Print Persuades Purchase Influencers - According to the MRI Survey of the American Consumer , so-called “ influentials ”, those who sway the purchasing decisions of other consumers , are influenced by print . 61 % reporting being influenced by magazines and 53 % by newspapers .

# 8 Print Drives Online Search - According to the Retail Advertising and Marketing Association , 47.2 percent of shoppers are most likely to start an online search after viewing a magazine ad . Global managing consultant firm K . Salmon showed that print publications directly boost online sales by increasing “ purchasing intent .” 58 % of online consumers surveyed said that browsing magazines for ideas is preferred .

All this evidence shows that the benefits of print advertising are too good to be overlooked by advertisers today . The best way to market your business is to utilize as many channels as possible to reach every corner of your target demographic ; this should include print .

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