In a world of digital vs traditional, is there space for print media?
Digital marketing has influenced the way print media operates — that is what the common opinion is when trying to get a campaign off the ground. As new digital methods continue to expand and grow, some believe this could be the end of traditional media as we know it. In the debate, one side claims that digital is king, while the other insists that traditional media still holds appeal. Both arguments have merit, but the idea that print is dead is mistaken.
Where digital media is relatively new, print media has stuck around for years — meaning that it works and continues to thrive through the digital era. Consider that 80% of people never click on an online banner ad. With more competition and it taking up more of your marketing budget, is it worth it for that small 20% of the population who will actually click on your ad? Print media offers the receiver something to grasp in their hands, something real.
The good side of print media
With 63% of adults in Britain reading magazines in a physical format, it’s evident that the industry is still on top — according to YouGov, only one in ten adults in the UK regularly read magazines online! With monthly magazines from big names such as Vogue, Cosmopolitan and Elle, one of the best way to get your advertisement noticed is through monthly magazines.
Print media allows businesses to spread a message through a community and this can range from all different industries, whether you’re a local day care or a fitness class. Considered as a trusted source for news and other information, print media continues to generate engagement from versatile and creative publications.
Digital media can sometimes be restricting when it comes to design, and design is vital to bringing in new customers. From leaflets to magazine advertisements and local newspapers, your campaign becomes tangible for the reader. Giving your audience something physical to hold in their hands and read brings your campaign to life and into reality. For audiences, what they are holding is something real to engage with. A digital advertisement can disappear in seconds into cyber space, but a magazine, newspaper or leaflet can stay in houses or offices for months.
Advertising on social media can be competitive and overcrowded, due to more businesses having a presence online, whereas print media is less restrictive and there is more room to get your message across.
Although we’re seeing a rise in more advanced technology in the current digital age, print media is constantly helping the local economy. Local newspapers are one of the biggest contributors. In January 2017, The Times newspaper circulated 451,261 copies which showed a high increase from 404,155 in 2016. According to the Press Gazette, some regional newspapers suffered in numbers and this included the Express & Star (West Midlands) with numbers going down by 11.9% and only 59,890 copies in circulation in comparison to the previous year. The Liverpool Echo went down by 16.3% with 43,836 copies in circulation in 2016, however, it still circulated in the thousands. There is clearly still a market for regional papers despite the rise of online news platforms. These locally paid-for newspaper publications help to put money back into the region.
Common customers in the print media industry are local takeaways. As new businesses open around the region, leaflet delivery is one of the best ways to spread the word. Whilst some people consider direct mail to be a bit of nuisance, it makes people aware that you exist and there is a reason why the method is still being used — it is a trusted and traditional form of marketing. Food and dinner trends have evolved too, meaning more and more people are choosing to eat out or order takeaways instead of having a traditional family home-cooked meal.
Takeaways are meeting local demands, as there’s been a public shift in food trends, with more people eating out and ordering in. Print media is a good option to produce menus. And of course, this leads to a return in money for that which was invested by the business, improving successful economic development in the local area.
Author: Alexandra Dalton is a copywriter at Mediaworks since September 2016. After graduating in a degree in Media, Communications and Cultural Studies from Newcastle University in 2016, Alexandra began her career at Mediaworks as a Digital Marketing Executive for six months, before becoming a Copywriter where she now uses her creative streak to produce unique, quality content for a range of clients from a variety of industries.