Print advertising

Print advertising is one of the oldest modes of advertising. With the advent of radio, television
and internet, print advertising has lost its luster. Due to the advantage that print medium has on
the cost front, it is still the most sought after advertising medium for small, local businesses.
Print medium has a very wide reach and it proves to be very cost effective. The advertisement
can reach different segments in a wide geographic region. The people can refer to the ads
multiple times and therefore it has the desired permanence.
The biggest limitation of print is that the ad has to compete for the attention of the reader. In the
limited space that the medium provides, the ads may just get lost in the clutter. In addition to
this, more and more people are now switching to online versions of magazines and newspapers.
So the traditional print medium is losing its charm.

In the society that we live in today it seems that everywhere we look we are surrounded by
advertisements whether they be television commercials, billboards or press advertisements.
Obviously, the main purpose of advertisements is to get the consumer to purchase the product in
question, the message within the advertisement has to be as persuasive as possible and ensure
that certain emotions, feelings and values are awakened in the consumer. Print advertisements
are an extremely effective way to reach a mass audience. Obviously- because the advertisements
are in print, the use of color, text and photography are all key factors in ensuring a successful
campaign. Advertisements cannot simply attempt to sell the product in question; they must make
it appeal to the consumer. It is important that advertisements not only attempt to make clear the
attributes of the product they are trying to sell but also ensure that these actually mean something
to us the consumer.

Print media has a wide reach because of the relatively low cost involved. In the Indian context,
where internet penetration is only minimal and where diversity in language and regions make it
tough to have a nationwide uniform communication. The print media helps to give this flexibility
to the advertisers.

Why print advertising is so effective

To understand why print advertising is so effective, we have to understand what is happening in
a reader's brain as they read: Brain activity is, almost by definition, extremely complex. It is
understandable that much advertising research has not traditionally focused on understanding
how the brain consumes different forms of advertising messages. However 'how' the brain
engages in a particular task and how hard or taxing that particular task is, does have a number of
effects on behavior affecting, for instance, how easily or well something is remembered.
The very act of reading, then, has positive implications in terms of how receptive a consumer
will be to a print message. Memory requires effort; therefore any task that requires effort is likely
to enhance memory. In terms of registering advertising awareness after just one advertising
exposure, print outperformed TV by 38%. Print advertising is known to be a superb medium for
branding.
Print ads must engage the reader's attention because reading is so fast and selective, it can be
hard to attract a reader's glance. Another factor is the 'wear-out' factor of print is high, far higher
than TV. However while we should be aware of not over-using any one print ad, one should
never sacrifice frequency of exposure to an advertising message.
Print advertising is absorbed in a linear and user-controlled manner. The reader decides how long
to stay on each page, and when to move away. Its actually easy to observe the difference if you
spend time in an airport terminal. Watch the people reading magazines and those reading on their
laptops or tablets. You will notice that people reading magazines spend more time on each page
(compared to how long people spend on each screen), and that they tend to be more relaxed and
leisurely about what they are doing. People using digital devices tend to tap, mouse, scroll, and
swipe as they skip from screen to screen fairly rapidly.
Digital ads dont have the share of eye that print ads have. And while there are an overabundance of aggravating pop-ups and interstitial pages that beg the reader to search for the X,
Skip or Close button, there is no such thing as a full-screen digital ad When a reader turns to an
impactful full-page ad, it tends to catch and hold attention, giving you room to engage and
communicate more deeply. Digital ads are sold in banner ads and skyscrapers that just dont have

the same effect as the print full-page ad According to the Center for Media Research, McPheters
& Company used 30-second TV ads, full-page four-color magazine ads, and Internet banner ads
in standard sizes, and employed eye-tracking software to determine if (and how) Internet ads
were actually seen by respondents. Study results, in combination with information on probability
of exposure, found that:

A full-page, four-color magazine ad had 83% of the value of a 30-second television

commercial.

A typical Internet banner ad had 16% of the value of a 30-second television commercial.

Positive Site:
Putting the media mix together
Theres no doubt that the world today is defined by information. Whether its news, opinions,
interviews or advertising, its information (and marketing content) that provides the direction and
structure to our lives. Magazines, newspapers, television, online, mobile and social media are all
now vital components of any advertising campaign. With such a range of technology and (print)
channels at a brands disposal, how can you ensure that youre getting maximum reach,
exposure, ROI and connections for your marketing spend? In short: whats the worlds most
effective media mix?

Feel the difference

There are as many benefits to print as pages in a magazine. Perhaps the most important is
tangibility. With all good publications theres a feeling of substance, of stimulating the senses,
that the thing in their hands has been crafted by experts in their fields. Then there are the
practical advantages such as accessibility and portability.

Add print, add power

In many ways, print is the ideal marketing medium: its available in both large and small
numbers, can be accessed easily, and is engaging, versatile and creative. For newspapers, they
become part of their readers day as they educate and inform with credibility and trust, while
consumer and customer magazines create engagement through entertaining content

Making the connection

The key to successful marketing is engagement, drawing your customer in through attentiongrabbing content before rewarding them with a worthwhile offer or service. Print media works
because it understands the needs of the customer. By picking up the print medium, theyre
investing time and attention, actively seeking entertainment and information rather than
allowing it to wash over them.
The concentration gap
Recent neurological research has identified differences in ways people process information
presented in print and on screen. These studies have found that readers of print maintain their
capacity to read longer articles since the reading situation doesnt offer so many distractions.
This capacity called deep reading also cultivates deep thinking. On the digital side, its also
argued that people who read a lot of online material become used to bite-sized pieces of
information and are distracted easily, losing the capacity to focus for a long period on a single
subject.

Building the relationship

Print media has a close relationship with its readers. Indeed, print is often called the memedium, as it can become an integral part of its readers world. But this relationship extends
beyond the initial read-through. Because print is easily put down and picked up, it sticks around
in the household or workplace, read again and again by others that come across it.

Mass and one-to-one contact

Print media exists in many forms: from mass media (hundreds to millions of copies) to
one-to-one (the personalised version). In between, there are formats such as the
personalised newspaper or magazine titles that have content tailored to the specific
reader.

Media-mix integration
An effective marketing campaign works best when print is used with other media as one
element of an integrated solution. Adding magazines to a mix of TV and internet increases
brand favourability by 44% and purchase intention by 15%. (Dynamic Logic, 2009). The
combination of online and newspapers also increases effectiveness, with brand engagement
26%

higher

than

using

just

print

or

online

(FT,

2011).

Print media can now offer quick and simple ways to access digital content using bridging
technologies such as QR codes, Augmented Reality and near-field communication.
These innovations form a bridge between print media and a brands online space, inviting
consumer reaction, feedback and purchase, all via a smartphone. Such innovations increase
the effectiveness of print media, as well as enhancing the consumer experience.

Newspapers are still the number one medium for shaping public opinion. Their credibility,
knowledge, values and information-gathering skills remain a formidable force on the high
street, and with titles now separated into sections with more lifestyle content, their
potential for brands has increased further online and offline. Add Print, Add Power, has
never

been

so

apt.

But the success of newspapers largely boils down to a single truth: they are effective in
shaping opinion. They possess a large amount of power when it comes to public
perception. Used well, that power can completely transform your brand. Why? Here are
seven very good reasons.

What Makes a Good Print Ad?

There are dangers to setting hard and fast rules about what makes a good print ad, and the last
thing we want to do is stifle creativity. However, effective print ads share some critical elements:
1. The ad connects with the reader right from the headline, and knows its audience inside
and out.
2. Its memorable.
3. It provides quick, clear information.
4. It doesnt confuse the viewer or its purpose (being clever for the sake of being clever is
the usual pitfall here).
5. There is a clear call to action.
6. The ad leverages the media in which it appears. Research the media and work to avoid
the clichs used by others in that media. In short, strive for the unexpected.

Does Print Still Work in Advertising?

by Chris Miksen, Demand Media
Ask any major company back in the golden age of newspapers and print media if print
advertising was effective, and your question would likely be answered with a strange look. Now
that alternative forms of advertising have come to the forefront, the question is appropriate. The
answer, however, isnt black and white.
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Decline
Theres little question that the number of readers of print media has declined, due to
advancement in technology. Many magazines, for example, experienced negative subscriber
growth in the second quarter of 2010, according to Media Bistro. With a plethora of free content
available for people on the Internet, readers of newspapers and magazines have chosen to seek
out other ways of finding information. While the decline of print media doesnt indicate a death
blow to print advertising, it certainly means that print advertisements wont have as large of an
impact as they did prior to the popularity of the Internet.
Available Information
Print media is being phased out in favor of alternative media sources, such as TV and the
Internet. According to the Pew Project for Excellence in Journalism in 2010, newspapers ranked
just ahead of radio as a source of news. It was the first time that people went to the Internet to
find news more than reading newspapers. That data obviously has negative implications for print
advertising, especially if the trend continues.

Related Reading:

7 Elements of Print Advertising

Targeting
Whether print media advertising will work for your business is largely dictated by the audience
youre trying to reach. Young consumers who grew up without exposure to print media are
obviously less likely to read newspapers than the older generation who grew up with print media.
Taking out an ad for a technology product in a newspaper, for example, is likely to be less
effective than taking out the same ad on a technology website. Advertising in magazines makes it
easier to reach your targeted audience because you have the option of choosing magazines that
target your audience.
Cost
While print advertising isnt dead and is still effective -- depending on your business -- it is more
costly than other forms of advertising. Lou Dubois of Inc.com explains that print advertising is
often thousands of dollars more expensive than online advertising. While you may spend
upwards of $50,000 for an ad in a well-circulated magazine, youll likely pay a fraction of that to
run the same type of ad on a website that attracts similar traffic.
Impact on the Consumer
One advantage that print advertising has over other avenues of advertising is that print
advertisements often make more of an impact on the reader. Take the Internet for example.
Because readers of Internet content see so much information in a short amount of time, they
become used to seeing the ads. People effectively become ad blind and often disregard the
advertisements. Thats not the case with print advertising. Researches at Penn State University
conducted a test in 1998 to gauge whether online advertisements or print advertisements were
more memorable. The researchers concluded that print ads stuck with readers far more than
online ads.

Compatibility

between

the

various

forms

of

communication

adopted

Print and TV Advertising

Television has several advantages over other medium. The reach of television is much wider
than that of other advertising media like print and it does so in a shorter duration of time. Also,
television has multiple communication appeal as it uses both hearing and vision. By appealing to
both senses a TV advertiser can use these to reinforce each other.
Seeing the advantages and disadvantages of television, print and television form great
compatibility with each other and are complimentary to each other. One is expensive, the other
cheaper, one more informative and the other more appealing.

Print and Online Advertising

The internet has many advantages over the traditional forms of media, the most prominent of
them being the cost. The cost incurred is a fraction of the cost which will be paid for a similar ad
on television. Another advantage of Internet advertising is that it provides a medium to buy the
product as well. No other media offers this flexibility.
Print and internet are compatible media, due to factors such as internets reach, the buying
option, etc. Though, print and television form greater compatibility.

Print and Radio Advertising

The key advantage of radio advertising is its cost effectiveness as compared to other media like
television. The advantages of radio advertising are low production costs and selectivity in
reaching segments of audiences homogeneous in demographics or lifestyles. Also, radio has a
wider reach in terms of the number of audience covered via a via television or internet.
Both print and radio advertising, being low cost options, less appealing than other media due to
the lack of visuals, might not be the best compatible with each other.

They lack stopping power and, therefore, a visceral connection with the reader. The ads that
consistently attract initial attention tend to be those with a single photograph comprising one
powerful focal point. So many print ads today err on either side of that principle: Either they
eschew the use of photographs entirely in order to pack the page with verbiage, or they contain
several images, thus diffusing rather than concentrating attention, which, in turn, results in
boredom and the reader abandoning the page.
Photographs are the primary attention-getting element in an ad, and the only thing worse than the
absence of a powerful, eye-catching image is a plethora of images. One compelling photograph
with one alluring focal point is both sufficient and necessary to bring readers to the page -- the
advertiser's first goal.
They inhibit involvement.
Clean copy is read copy. Just as the journey to the heart and the emotions generally begins with
the image, the path to the rational, decision-making sphere is through the verbiage on the page.
Arousing an emotional response is important, but so is appealing to the intellect. Making a good,
cogent argument for the product or service is what transforms the interested bystander into a
committed shopper and advocate. Unfortunately so many advertisers undermine their advertising
messages by employing variously sized and shaped fonts in their headlines or by presenting the
body copy over photographs with variously shaded backgrounds, making the copy almost
impossible to read without a considerable amount of work.
Most readers are willing to work to understand the articles in the publication, but not to
comprehend the pitch in an ad. If you provide them with concise, easy-to-read headlines and
body copy, and if they are at all interested in the product, they will read even lengthy body copy
-- and are then far more likely to call the company to get more information, to talk about it to
others, and to purchase the product.
They "flow" badly. Every ad takes the reader on a kind of visual journey, which typically
begins with the photograph and then moves on to the headline, body copy and logo. The
tendency of the American reader is to move downward and to the right in keeping with the way
that we read full texts. However, the ways in which the elements are placed on the page can alter
that natural flow. For example, if the body copy is placed at the top of the page and the
photograph below it, most readers will first go to the photograph and then proceed downward.
They are unlikely to "fight gravity" and float back to the top of the page to read the body copy,

which is unfortunate because the body copy is where the argument for the sell takes place. If you
look at many ads carefully, you start to see that most are haphazardly put together and many will,
without the intention of the creators, send the reader on a journey that subverts the interests of
the advertiser. Effective print ads employ creative devices that, like good Sherpas, smoothly take
the reader through all the critical points on the page.
They display little interest in generating meaningful action. Print advertising has increasingly
become more response-driven -- which is entirely fitting and proper. And yet, if you select a
sample of print ads and try to find any response information, you will see that in many cases
you're going to have to work hard to find it. In a substantial number of ads, the 800-number and
website addresses are indistinguishable from the rest of the copy and, perhaps most important,
that information is placed at the end of the block of copy. And then print advertisers wonder why
their ads aren't getting a response and blame the medium for its presumed failures.
They do not emphasize benefits and, therefore, provide little "reason to believe." Something
sinister happens to marketers when they turn to print advertising. Somehow in the transformation
of an argument into print, they cease being sellers and, instead, become self-portrait painters,
content to describe the product and service, relying on obtuse (but often clever and sometimes
poetic) value statements or rhetorical questions. They thus avoid any attempt to answer the
consumer's most pressing question, "What's in it for me?" Here is what is vitally important for
advertisers to remember: Most consumers are uninterested in what you are committed to or how
devoted you are to innovation or your proud history or your philosophy. What they want to know
is how you are going to save them time or money, make them more effective or healthier,
happier and richer.
And consider this true story. Sometime in the early 1990s while reading The Wall Street Journal,
I spotted a small, direct-response ad from a shirt manufacturer. The ad featured drawings of four
different kinds of dress shirts and a brilliant headline, "Great Shirts. Great Prices." The body
copy neatly and concisely underscored the ideas in the headline, emphasizing the facts that the
shirts were 100% close-knit cotton and built for comfort and durability. I called the 800 number,
and the owner of the small company answered the call.
After I ordered, I asked him how his ad was performing. "I'll say this," he said, "that's the last
time you're going to see this ad for a long time." Stunned, I asked him how this could be. There
was a pause, and then he said, "I've gotten so many orders after placing the ad that I can't fulfill

them fast enough." His point was proved during the two long months it took to process my order
and deliver my shirts (which, by the way, were everything that he had promised).
The point, again, is that print advertising does work. And the first question that any advertiser
should ask when an ad fails to fulfill expectations is not, "What's wrong with print advertising?"
but "What's wrong with my ad?"

With Internet marketing and social media becoming so popular, the more traditional methods of
marketing seem to have fallen by the wayside. Is print advertising still a worthy investment?
Everywhere you look, there is talk of using the Internet as a marketing outlet and while social
media and online advertising is certainly effective, it isnt the only method of marketing out
there. Print advertising is still alive and well, for a variety of reasons.
Every time something new comes up, people assume it will wipe out previous techniques. When
television appeared, many thought radio would be gone forever. In some cases, it does work this
way, but when it comes to marketing, the more people you can reach, the better. That means that
print marketing can still be a worthy investment of marketing dollars.
Print Advertising Cons
While paper marketing still exists, that doesnt mean there arent any downsides to this method.
In fact, since social media and online advertising can be very cheap or even free, many business
owners dont even consider the more expensive print advertising anymore.
Magazines are particularly high cost to place ads in, but you can often get smaller ads for less.
Newspapers can be good alternatives to magazines, as well. However, the actual ad cost doesnt
end with the price of placing it. First, you have to create the ad and that in itself can be pricey.
You will need a photographer or graphic artist if you are going to be doing a quality visual ad or
a copywriter for a print ad. Either way, you are looking at paying a lot of money out just to build
the ad.
Another issue with print marketing is that many younger people will look online rather than in
the Yellow Pages or a newspaper. Its fairly uncommon to see anyone under the age of 30

reading the newspaper in print, since they can read it online. However, in some cases, your ad
may be made available in both print and online editions, so it can still be a useful method of
promotion.
Overall, if your audience is over 30-35, you should consider ads in newspapers. Magazines,
because of their targeted marketing and appeal in print, are still an excellent way to reach any
target market. While some are available online, most people still prefer to read them in paper
versions.
Pros of Print Marketing
Despite the cost, there are some serious benefits to having your business appear in a magazine or
newspaper. First, it still conveys a certain level of professionalism, something that isnt always
evident online where everyone can pay $10-25 to get their ad on a decent website. If you want to
be respected, print is still one of the higher quality mediums, simply because of the price. This is
one reason you might want to consider it . . . people will look at your business differently than
they would online.
Print marketing tends to target a very specific audience, which means your ad will reach plenty
of people who are more likely to be interested in your products and services. When it comes to
magazines, you are placing your promotional materials in front of people interested enough in
that specific topic to purchase a magazine about it.
How to Make It Work for Your Business
An effective print marketing campaign should involve plenty of planning ahead of time. You
need to know exactly what your ad should achieve and then figure out the best way to reach that
goal. This is what your graphic artist or copywriter will work with and it is what will make your
ad function.
Keep in mind that most ads are not designed to sell, but to get people to remember your brand or
to learn more about you. The next time they are in the store, you want your name to pop up when
they are looking at the wide variety of products. Its always a good idea to give a website address
where people can find out more about your business, but even this will usually see a low number
of people actually checking it out.

Repetition is key when it comes to getting people to remember you. Thats why you see the same
exact ad on television over and over every time you watch a certain show. By making sure your
ad gets in front of people on a regular basis, you can rest assured that they will remember your
brand when they need something you offer. In general, people need to see an ad 7 times before
they will actually act on what they are seeing.
Print advertising may not be as popular with some businesses these days, but it is still a very
useful method of promotion. Your best option is to use a combination of both online and print
marketing, to reach as many people as possible in as many ways as you can.

eg
I ran into someone the other day that had their home listed and was upset that their open house
ad wasn't in the paper. Even though it wasn't my listing, I tried to explain to the person that
when Realtors track their responses to advertising they usually find out that most people came
from the internet. This seller was very frustrated because they need their home sold NOW and
were in a sticky situation.
There are a few times when print advertising does work. It really depends on who you are trying
to capture as a buyer. I feel that the baby boomer generation on up still looks at the paper
because that is the way they are used to doing things.
A lot of us in real estate feel that print advertising has lost its appeal and just don't feel that it
works. It would be great if the paper was made easier to read. For instance, in the Grand Rapids
Press (in Michigan), the Real Estate section is a hodge-podge of ads. There are broker ads,
Realtor display ads, and classified ads. The paper would be so much easier for the buyers to find
a home if it were divided into sections: starting with the area that the person is looking at and
then further dividing it into price sections. How easy would that be if someone wanted to look
for a home in Ada, MI in the price range of $100,000 - $150,000 and so forth. I think it would
make print advertising a much more productive advertising source. Right now, it's a chaotic
mess!

Conclusion:
Marketing and Advertising Success is like shooting a game of snooker....No matter if you play
snooker or not, this applies to everyone and their quest for marketing success. Many people are
constantly searching for "the key" to success and in doing so miss out on the most important
LESSON of the search. It is not about finding "the key".

It is about learning. Learning and getting better through practice. Think about it. When you play
a game of pool (or any game) - did you learn the game overnight? No. Did you learn the game in a
week? A month? A year? If you practice every day you might get good enough to enter a few
tournaments and maybe win a few here and there. Practice more and you win more. The funny
thing about pool is similar it is to the search for success. You must practice to get better.
It is not about reading a book on how to get better you have to get out there and do it. There are
a lot of mistakes to be made in the process to become a better snooker player. Lots of missed
shots. Lots of bad shots that somehow go in. But you could never repeat the exact shot because it
was a fluke. Only through repetitive practice do you get better

and consistent. Then you find some areas of the game you are better at. Maybe you are really
good at the side pockets, or maybe it is the bank shots. So you use those to your advantage and
keep trying to get better at the other areas of the game. Once you have gotten good at the game you never forget how to play another game. Sometimes, you are just about to win the game but
you scratch on the black ball. How many times have you been so close to major success
breakthrough and something small distracts you and turns you off course? So what you are
searching for is not a key is a step you must take. And that step is action. You must be moving
forward at all times, practicing and practicing the skill you want to master. Only through practice will you
ever become successful. It will not happen overnight. It will not happen easily. You must work at; find out
what is right for you and what is wrong for you. Some things will work, and when you find them keep at them. Those things that don't work for you - practice at them. You will get better at
those areas if you practice. Think about each of these as a skill you need to master before you
can win tournaments: Sales skills, marketing, advertising, time management goal setting follow

up idea generation partnerships delegation etc...So, stop your searching for that ever so elusive
key to marketing and advertising success when it is right in front of you. Having a poor response
is not the medium's fault. Often the problem is the message. Advertising is not a quick fix
solution to marketing your company or product. It takes planning, testing and constant exposure
to have an impact on your business. Done correctly, advertising can be a winning strategy
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 not exclude print. Although it is likely that most
emphasis, in terms of advertising, will be executed online, there still exist those who revel in the
glory of the printed page and its important to reach them. Finding the right balance between
various media will ensure a steady revenue flow, an increase in sales and new customers.

References

Beasley, Ron & Marcel Danesi (2002): Persuasive Signs- The Semiotics of Advertising.
Mouton de Gruyter.

Bignell, Jonathan (2002): Media Semiotics- An Introduction. Manchester University

Press.

Williamson, Judith (1978): Decoding Advertisements- Ideology and Meaning in

Advertising. Marion Boyars