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Advantages & Disadvantages of Print Media and Print Advertising
“Print's time is up.”
You may have heard this message before, but so have your parents, grandparents, and even great-grandparents.
For years, people have been saying that print media is dying. Is that actually true, though?
As a small business owner, you have to acknowledge the staying power of print media and print advertising. Before your marketing team decides to ditch popular print tactics like newspaper ads, magazine ads, and direct mail, be sure to consider the primary advantages and drawbacks of this resilient promotional strategy.
Advantages of Print Media
Have you been thinking about giving up on print media? Think again!
There are plenty of reasons to include print advertising in your business’s promotional strategy, including the following:
Target Local Audiences
Do you run a small business? Are looking to attract more local customers or clients? If so, print marketing can be a better choice compared to digital methods.
With options like direct mail, newspaper ads, and ads in local magazines, you’ll find that you can get your business in front of potential local customers more easily. This, in turn, can help you to drive more traffic to your brick-and-mortar business and see better results from your advertising efforts.
High Return on Investment
If you’re looking to see the highest return on your advertising investment, prioritizing print is a good choice.
Research shows that print advertising offers a higher return on investment compared to online advertising. However, despite the evidence, a lot of brands are still spending far more on digital advertising methods compared to print media.
One study even showed that digital advertising spend is expected to reach 60 percent of global ad spend by the end of this year. Meanwhile, newspaper and magazine ad spending will make up less than 10 percent.
Reach Multiple Age Groups
Some brands mistakenly assume that print advertising is only for older audiences. That’s not a completely accurate assumption, though.
In reality, people of all ages receive direct mail, look at billboards, and flip through magazines or even newspapers.
Investing in print advertising can help you to reach multiple age groups with your marketing campaigns. When you’re able to reach a variety of age groups at once, you’re also able to grow your audience faster and increase brand awareness across the board.
Stand Out from the Competition
If all of your competitors are focusing exclusively — or almost exclusively — on digital advertising, you may be better served by making print a bigger priority.
Because many brands perceive print marketing as being a dying tactic, they likely aren’t spending a lot of time creating these kinds of ads.
If you
do
focus on print ads, you can reach the people who aren’t being exposed to ads from your competitors. You can also stand out from the crowd and draw more attention because you’re thinking outside of the box.
Disadvantages of Print Media
Print advertising is great, but it’s not without its downsides. Here are some potential disadvantages to keep in mind:
Limited Ad Placement Control
When it comes to printing ads in newspapers or magazines, you don’t always have a lot of control over where your ad is placed. This lack of control over placement can hinder your ability to reach your target audience and may impact the returns you see on your investment.
Scheduling Difficulties
Some brands run into scheduling issues when trying to place their print ads in local magazines or newspapers.
If brands are not able to get their ad placed right away, this can impact the effectiveness of their campaigns. It can also lead to issues with their ROIs.
Potentially Higher Costs
Sometimes, print ads can be more expensive than digital ads. This is especially true if you’re trying to get an ad placed in a prominent magazine or want to post an ad on a billboard.
The good news is that there are plenty of cost-effective print marketing strategies, too, such as direct mail. With a little planning and research, you can find print advertising techniques that work for your brand and your budget.
Should You Switch to Digital Advertising?
After reading through the pros and cons of print media, you may be thinking that it’s time to switch to an all-digital approach. Don’t be so hasty, though!
As is the case with print media, there are some distinct advantages and disadvantages that come with taking a digital approach, including those listed below:
Advantages of Digital Advertising
The following are some of the main features of digital marketing and advertising that brands appreciate:
- Access a large audience
- Target specific audiences more easily
- Access a variety of analytics and metrics
- Increased brand exposure
- Easier A/B testing
Digital advertising also gives you access to new technologies. This includes advanced solutions like artificial intelligence and machine learning.
Disadvantages of Digital Advertising
Digital marketing and advertising also come with some downsides, including these:
- Potential for advertising overload because so many brands use digital ads these days
- Digital ads can be easier to ignore compared to print ads
- Digital ads can be easily mimicked, which can lead to an increase in cyber crimes
- It can be hard to measure your ROI with digital advertising
- Digital marketing can be more time-consuming compared to print marketing
Digital advertising also requires a lot of dependence on forces outside of your control — social media platforms, ever-changing search engine algorithms, etc.
Don’t Give Up on Print Advertising Just Yet!
There are indeed pros and cons that come with both print media and digital marketing. Fortunately, you don’t have to choose just one approach to build your brand and attract more customers or clients.
You can — and should — combine print marketing and digital marketing to create a more well-rounding approach to advertising and promoting your business. If you need help putting together an effective strategy that works for your brand,
get in touch with us at BusySeed today.
We’re passionate about helping you grow your business. With offices all over the United States, we’re confident that we can help you achieve your marketing goals and expand your reach.
