The creation of the Internet has revolutionised the way we think about advertising and the spread of information. Anything you might need to know is now available on google with a click of a button. Long gone are the days of countless hours of research at the library or browsing through a book or magazine to find the perfect car or holiday. Or the local expert in whatever it was you needed to learn or understand. It would seem that digital media has become so versatile that there’s hardly any more use for print…right?
Wrong!
Digital media does have its advantages and we’re not trying to discredit it by any means, but we do think that print media does have the upper hand. When the internet happened they said television would die, when the television arrived they said it would be the end of radio, when radio happened, it was apparently the end of newspapers… Well as we know, all of these mediums have simply added fuel to the fire and boosted each other!
- Online ads have more competition.Most websites average four ads per page view, putting ads per view at a four to one ratio. The ratio for print is much smaller: A magazine, for instance, may have 30 ads in 50 pages, putting ads per view at a .6 to one ratio.
- Studies show that 80% of people have never clicked on a banner ad.That’s right. Only 20% of the population will even click your ad when they see it online. Think about it: how many times have you picked up a brochure or browsed through a magazine while waiting in line somewhere? Probably a lot more times than you’ve clicked an online ad.
- Credibility– There is something about print that gives a sense of legitimacy. The saturation of popups and banner ads on the web can be overwhelming and the fear of spam, viruses and dodgy businesses is enough make people weary of clicking. There is no imminent danger in a print ad.
- Target Marketing– Placing ads in publications such as speciality magazines can effectively reach niche audiences that may be more difficult to target online.
- Tangibility– A print piece is a physical thing. Magazines and newspapers can stay in houses or offices for months or years, while Internet ads can disappear into cyber space instantaneously.
The Internet is an amazing tool. In this day and age it’s a necessity when it comes to advertising and marketing for your company, but it isn’t the only one. Print media still has its benefits and should never be dismissed as it provides a personal touch that can never be replaced by technology, as the old say goes ‘people buy from people’.
And remember marketing and advertising is at its most effective, when it’s integrated and uses different mediums to support the bigger campaign! So it’s not so much what works, but more that it all works, just more or less so depending on what you’re trying to do!
About Print Mule:
Print Mule is your best friend when it comes to all things print! Our wide range of printed items includes business cards, leaflets, flyers, posters, banners, stationery, and much more. Get in touch with our friendly customer service team if you can’t see what you need on our site, we’re here to help! Call us on 0800 368 7338 or email us at Hello@printmule.co.uk for any enquires.
