Print media such as newspapers and magazines is an excellent way to get your company noticed and have many advantages over other media, but much of the of ads in print fail to catch the reader’s attention with the consequence of money and deception for the company who decided to advertise in a publication.
More than creating a piece of art, advertising design is about communication. When you look for different media for advertising you are basically looking to encourage or persuade and audience to use your products, to reinforce your branding or to strength the relationship with your customers. Print media can’t do all that but depending of your goals it can be a tremendous way to reach your objectives.
Print media allow for unlimited exposure. Unlike television or radio where advertising time is scheduled, in print ads prospects have potential exposure at virtually any time. A newspaper or magazine left on a doctor’s office can be viewed repeatedly and at the reader’s discretion. The reader also has the opportunity to study the ad at his leisure and isn’t limited to 30 or 60 seconds.
Print ads are less intrusive than other forms of media. Radio and television ads often interrupt programming which can sometimes be an annoyance. With print media, the prospect has greater control as to when she views the ads, which eliminates interruptions.
Print media allow for a high level of target marketing. Magazines, for example, tend to be highly specialized, so ads can be developed to appeal to a specific readership. For example a manufacturer of fishing gear can place ads in hunting and fishing publications.
Print media sources tend to have loyal readership. People may read their hometown newspaper daily and may also subscribe to specific magazines for long periods of time. This frequent readership helps reinforce the advertiser’s message or even develops an ongoing campaign that may cover multiple issues. Advertising in publications that have been around for many years can also lend credibility to the advertiser.
Depending upon the budget, advertisers have a choice as to where they place their ad in the publication for example, areas of high visibility as the back cover. Newspapers also offer the flexibility to choose the desired ad size.