PRINT

65% of print readers take some form of action after exposure to an ad. For example, people who viewed an advertisement from a national grocery chain were 6X more likely to buy the product than the retail average. Furthermore, as many as 53% of “influentials,” those consumers who have the ability to sway other consumers, are influenced by print ads.

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ADVANTAGES OF TELEVISION ADVERTISING

  • Geographically Targeted – Newspapers and local-oriented publications reach a tightly-defined geographic audience.

  • Leveraged Credibility – The “halo effect:” when readers trust the content of the publication, they tend to trust the content of ads within that publication. This can make generating leads and sales easier.

  • "Influentials” Are Swayed by Print – An MRI Survey of the American Consumer found that “influentials,” those consumers who have the ability to sway other consumers, are influenced by print ads, with 51% being influenced by magazines and 53% influenced by newspapers.

  • Print Readers Have Bigger Attention Spans – The typical digital audience surfs the web with multiple open tabs while being messaged, texted, and watching TV in the background. Print readers, don’t multitask while reading, making them far more aware of ads within the publication.

  • Unplugging Is Trending – The idea of "unplugging" – taking a break from the unending chaos of electronic communications – is gaining in popularity. When people unplug, they turn to print media for entertainment and information.

  • Print Ads Offer Flexibility and Options – Advertisers can choose their audience by publication, sections (Sports, Entertainment, etc.), geographic area (as in newspaper inserts), days of the week, and ad size.

  • Print Ads Drive Action – According to the Nielson Global Trust, 65% of print readers take some form of action after viewing a newspaper ad. For example, people who viewed an advertisement from a national grocery chain were six times more likely to buy the product than the retail average. And this impacted is improved by combining print with other media such as digital, television and outdoor.

  • Print Drives Online Search – Many audiences start their online search after viewing a print advertisement.

  • High Retention Rates – Print readers tend to have longer attention spans. Print ads are viewed in a single glance and do not require scrolling. Readers remember more of what they see in print.

  • Engagement = Greater Effectiveness of Advertisements – When people consume information with ink-on-paper, areas of their brains are engaged that would others be lying dormant when they’re reading content on screens. BWhen people pick up a printed piece—a book, magazine, newspaper, whatever—they’re more engaged in and receptive to what they’re reading. They understand and remember what they read on paper better than what they read on screen.  People seek the story—they read for content. They slow down, and focus on what they’re reading, including the ads, which they appreciate as adding to the experience. As a result, magazines’ ROAS are an impressive $3.94.