By: Haley Lewis
In today’s digital world, is print actually dead? There is no doubt that print advertising has been declining in recent years, however, there are still some benefits for this type of traditional advertising.
Whether print advertising will be successful for your business is largely dictated by the audience you are trying to reach and the product or service you are promoting. If your audience is 65+, print may be a good choice as this age group tends to be big avid readers of local papers and are often a largely overlooked generation.
Print is also a good choice if you have a niche market you are trying to reach. There are thousands of magazines all dedicated to a specific category. Magazines and newspapers are also great if you are trying to reach a demographic in a specific geographic location as it can be extremely targeted.
If you want your audience to know your brand is involved in their community, print certainly can achieve that. As guides to local events, news, and other happenings around town, newspapers are a useful tool for communities. This creates a trust between your business and the consumer. According to Gail Gardner at All Business, 56% of all consumers trust print marketing more than any other advertising method.
So, is print actually dead? Definitely not. Is it undervalued? Absolutely.