With other media channels seeing continuous and rapid innovation it’s easy to see why some advertisers struggle to get excited about print advertising. After all, it’s hard to re-invent the early right hand page or the double page spread. It’s fair to say that some advertisers now see press as a tired, old fashioned medium that adds little to campaigns.
However, the data tells another story. Press can certainly be an effective and efficient way of reaching your target audience. We see it every day in our clients’ results. Press is often the most cost effective media channel. Even when another medium forms the core of a schedule, print advertising is always useful to increase reach and reinforce the communications message.
Still unconvinced? Here are six reasons why you should consider print advertising in your next campaign.
- REACH – An astonishing 15 million UK adults read a printed newspaper every week*. And that’s just the newspapers, when you add in magazines the figure is even higher. That’s a lot of people reading your message.
- UNBEATABLE ROI – print delivers a higher ROI for advertisers, in the long and short term than other media channels**.
- HIGH ENGAGEMENT – The average reader spends 72 minutes reading a newspaper***. Print advertisers can piggyback the strong relationship readers have with the editorial and benefit from the long dwell time.
- QUALITY ATTENTION – Recall for print ads is 2.6 times that of digital****. If people remember your ad, that’s half the battle.
- TRUSTED – In a world where the public are constantly vigilant for “fake new” press ranks as one of the most trusted media channels. This trust is naturally conferred to the advertising messages within titles.
- RESPONSIVE AND TACTICAL – Short lead times and a quick turnaround allow advertisers to react quickly to events, breaking news and changing market conditions.
That’s not to say getting the right print advertising strategy is easy. You need to really know the market, to understand the publications and their readers. You also need to know how to achieve the best value from your media spend, where it’s worth paying for a premium position and when you should be holding off for short term rates. We plan and buy print campaigns, day in, day out and press always delivers for our clients. We achieve this because we have decades of experience and close working relationships with all major UK publishers.
Find out more about our print advertising services here. Or get in touch to chat about how press can work for you.
*PAMCo 2024 H2
**Thinkbox Profit Ability 2024
*** Touchpoints 2024
****MMM Centre for attention