{"id":7208,"date":"2018-05-24T22:36:58","date_gmt":"2018-05-25T03:36:58","guid":{"rendered":"https:\/\/ilfusion.org\/dev\/staging\/?p=7208"},"modified":"2023-06-29T03:16:14","modified_gmt":"2023-06-29T08:16:14","slug":"does-print-advertising-still-work-for-businesses","status":"publish","type":"post","link":"https:\/\/ilfusion.org\/dev\/staging\/does-print-advertising-still-work-for-businesses","title":{"rendered":"Does Print Advertising Still Work for Businesses?"},"content":{"rendered":"

Since the inception of the Internet, marketers have anticipated the decline of print advertising. Some have even gone as far as to predict the ultimate death of print media in a few years\u2019 time. While many businesses have indeed shifted their marketing efforts to accommodate the modern consumer\u2019s growing preference for digital media, we can still see a significant number of print ads being used today.<\/p>\n

Print advertising is evidently still relevant even in today\u2019s digital-centric landscape, but the assumption remains that its future hangs in the balance. Will the burgeoning adaptation of the Internet be the end of print media? Will print advertising still work for businesses in these modern times? If so, how can businesses leverage traditional advertising in the midst of digitization?<\/p>\n

Benefits of print advertising for businesses<\/h5>\n

While digital media has a number of advantages over print\u2014such as being significantly cheaper and being able to potentially reach more people\u2014print advertising also offer a number of benefits that digital media still can\u2019t compete with:<\/p>\n

<\/b>1. Trust and credibility<\/h5>\n

A study conducted by MarketingSherpa revealed that 82% of consumers<\/a> consider print ads to be the most trusted advertising channel when it comes to making a purchasing decision. As many marketers know, trust is an essential foundation in converting viewing audiences into paying customers.<\/p>\n

Privacy has also been one of the most prevalent issues plaguing the online industry. This has led to increasing mistrust of consumers towards online ads. Studies have also shown that the intrusiveness of online ads, specifically pop-up ads, have also contributed to its diminishing credibility.<\/p>\n

2. Impact and recall<\/h5>\n

The Internet, undoubtedly, is laden with a dizzying amount of content. With so much information available all at once, audiences are bound to have ad fatigue and become so used to seeing the ads that they will eventually become blind to them.<\/p>\n

Researchers at Penn State University revealed that respondents recalled ad information from print media<\/a> more than they do with online ads. This proves that print ads, being less ubiquitous and often more targeted, have a more lasting impact. Additionally, audiences who see print ads don\u2019t typically multitask\u2014as they usually do while surfing the Internet\u2014and therefore making them more receptive to information laid out on print than on-screen.<\/p>\n

3. Reach and tradition<\/h5>\n

Despite the fact that a significant number of adults in the US spend more than three hours a day <\/a>on the Internet and their smartphones, a study found that 72% of US households<\/a> still rely on traditional and printed media for product information.<\/p>\n

From this, we can surmise that print ads have the farthest reach in marketing for retail, surpassing all other types of digital marketing touchpoints. Print media, with its long history, gives it prestige and a sense of tradition that not a lot of people are willing to let go of so quickly.<\/p>\n

Tips on how to effectively use print advertising for your businesses<\/h5>\n

While print advertising has been in existence for many years, it\u2019s still worth revisiting the essentials for creating effective ads in print:<\/p>\n