Print Media Matters
Print media is not going away anytime soon. It is an effective way to stand out from competitors and attract a new audience. According to MarketingProfs, 92% of 18- to 23-year-olds find it easier to read print over digital content, and the response rate for direct-mail marketing is 37% higher than the email rate. When making purchasing decisions, consumers trust print advertisements 34% more than they trust search engine ads.
The following are reasons why marketers should still be investing in print.
The payoff for print ads is often higher than digital ads. People keep print publications in their homes, re-reading articles or sharing with others. When those publications live in doctors’ offices or other public spaces, they get a longer shelf life and are seen by more people. When people see ads online, they may forget them in an instant. If they see them repeatedly while flipping through a magazine, your message is more likely to stick.
Reach Multiple Generations
People think that younger generations are so addicted to their screens that they no longer read print. Statistically speaking, the opposite is true. Younger generations are reading almost as much as older generations.
Gen Zers, or people born between 1995 and 2012, have been hailed as the saviors of the future of print media. According to Folio, the average Gen Zer will still read magazines for about an hour every week.
Plus, 61% of Gen Zers believe their peers would benefit from unplugging more. Even though they grew up with technology, they see the value in print media and unplugging when consuming content. According to research from MNI, “Gen Z may breathe new life into print — preferring to use newspapers and magazines [without] interruption and trusting these publications over other media to deliver credible information.” This is going to pay off in the years ahead, as Gen Z will become the largest generation of consumers by 2020.
The research is clear: Consumers trust print media above all other types of media, including digital news outlets and social media platforms. According to a Kantar poll of 8,000 consumers in the U.S., France, Brazil, and the U.K., printed news magazines are the most trusted resource for news, followed by 24/7 TV news, radio bulletins, and national newspapers. The print versions of national newspapers were more trusted than the newspapers’ websites. Investing in print media is the way to go.
Coastal Lifestyle Magazine is a long-standing, well-respected publication serving the Gulf Coast for over 20 years. We offer an established readership that enjoys reading and learning more about the upscale coastal lifestyle. Help our readers learn more about you!
Appeal to Visual Learners
Sixty-five percent of people are visual learners. Marketers can appeal to a majority of the population with print media full of great visuals. Visual, printed media is especially attractive in a time when consumers have to read so much content, including social media feeds, texts and emails on their devices day in and day out.
Source: Print Matters