Print is not Dead!
Posted on December 11, 2018 by Jon Salvoni
We’ve all heard it before….’Print advertising is dead’. The mere fact that print is an untrackable advertising platform has rendered it completely useless in the eyes of marketing professionals especially since the boom of digital, animated and of course, trackable alternatives.
Yes, it’s true that print has seen a steady drop in circulations and readers however 56% of customers find print marketing to be the most trustworthy type of marketing. Source: Choose Print, Print Is Big, Rochester Institute of Technology
There is a certain stigma around the demographic of print enthusiasts. After all it was the millennial generation that officially claimed that ‘Print is dead’ and on the other side of the age group you have the golden generation still grasping on to the traditional platforms.
Surprise! According to Pew Research studies, 18-29 year olds have the highest print readership rates! Of course there is a wide expectation to digital but the preference for millennials is ‘good old fashioned’ print!
Now let’s focus on the approach from a business stand point;
89% of B2B marketers say brand awareness is the most important goal, followed by sales and lead generation. Source: Content Marketing Institution
Print is by far one of the most effective platforms for visual branding. Which goes a long way for brands looking to catch the eye of a new customer base. With so much focus on brand awareness with the leaders all vying to have a world-renowned image, print is one the few formats left that can provide such a suited canvas.
Print should be embraced and adapted, not left behind and fortunately there are a few forward thinking companies grabbing this opportunity with both hands. Some of the leading brands such as Motorola, Peugot, Lexus, Ford, Nivea and many more that have brought print advertising into the 21st century with interactive print advertising. Choose your mobile phone colour? Test out your new car’s airbag system by slapping the page? Solar panel to charge your phone? All have been featured in print advertising.
Let’s focus in on subscriptions, the people that pay for what they see as the privilege to receive their chosen publications. It is this person who we can all consider to be an engaged reader, someone who has trust in the content they are receiving. The Association of Chartered Certified Accountants Accounting & Business magazine fits into this bracket.
With 99.9% of readers made up of members the AB publication is most definitely an engaged readership. A trusted source for senior finance professionals to keep up to date on market movements and trends, and the leading suppliers within.
Find out more about the advertising opportunities in AB Magazine here: ACCA Media
On average 5 to 7 brand impressions are necessary before someone will remember your brand and there is no better visual platform than print making it a necessary platform for any marketer.
Print advertising is here to stay.