What Effect Did The Pandemic Have On Print Media Marketing? 

The pandemic has had an impact on every other corner of our lives but as marketing professionals, we must ask ourselves, did it completely kill print media? As digital marketing is taking the world by storm, some would assume that print media has gone extinct. We are here to tell you, that it has not. 

Why Print Media Is Still Relevant?

There are many businesses that question the viability of print media when many newspapers and magazines are transitioning online and social media is taking over. But, print media is not dying, it is merely evolving. 

Print media is still making its way into our lives whether we want to believe it or not. If you have ever seen a billboard or poster driving to the grocery store, or accepted an informational brochure about your dream vacation, then you have exposed yourself to print media. It is still everywhere.

print media

The Effects of the Pandemic

It is well known that print media has been on the decline for years now. The industry itself is changing and COVID-19 exemplified that change. Even though change is not a bad thing, we are finding that there are many consumers out there that prefer to consume information through physical print.

Consumers to this day find print ads to be more trustworthy. According to a consumer survey, 42% percent said that print advertising was either somewhat or very trustworthy. In comparison, only 29% answered the same for search engine advertising and a meager 18% trusted internet websites. This showcases how consumers’ trust still leans towards the print media. They tend to become wary of online advertising (especially if they are not familiar with the brand) and this is made obvious by how many people utilize ad-blocking software.

print media

Especially with the rise of the pandemic, we can see how consumers began relying on print media. Believe it or not, during quarantine more people began reading again. Reading regained traction and this can be seen by the dramatic increase in print and digital subscriptions. 

As the media is evolving, we are seeing the print media industry evolve as well. Studies have shown that when print media is used heavily in omnichannel mixes. The collaboration of omnichannel mixes shows that print is actually boosting digital channels to help them score impressively high audience engagement and brand awareness. In all actuality, digital media needs print media to exist. 

Even with the hit of COVID-19 and the decline of the print industry, print media is still a very lucrative business. In the United States, the total ad spend surpasses $60 billion in 2020. 

Ending Note

When questioning if traditional print media is dead in the marketing industry, it would be a resounding NO. There are still plenty of ways to reach your target audience through traditional print. Overall, print is trustworthy, a brand booster, a breath of fresh air, and evolving with the times.

 

How to Maximize Your TV Advertising Budget: 5 Media Buying Tips

How do you leverage advertising for your business? Are you getting the best placement and buys for the least amount of investment? […]

How do you leverage advertising for your business? Are you getting the best placement and buys for the least amount of investment? Are you finding the best way to maximize your TV advertising budget? It’s important to understand the ins and outs of media buying when it comes to advertising—or partnering with the people who do.

At Nartak Media, we help businesses achieve their goals through TV, radio, billboard, digital advertising, and other mass media. Here are five tips you might be surprised to learn.

1. You can negotiate

Here’s a little secret to help you maximize your TV advertising budget. Did you know media never sells out? Outlets always have an inventory—you just have to find it and be persistent. Negotiate the best rates. Expect and ask for the best schedules and times.

2. Certain time slots are harder to get than others

Like anything, the more demand, the harder it is to negotiate, but the best negotiators will clinch the spot. For instance, during an election year, you will be hard-pressed to compete for air time. Same with the morning commute. This is just something to consider as you plan your strategy.

3. Ever heard of value-added bonuses? Don’t let them sway you

Here’s the insider’s secret: value-added bonuses don’t have much value. They are simply the balloon handed to you as you walk out the door to make you feel good at the end of a transaction. You want an experienced agency to negotiate your media buying. If a station is offering a value-added bonus, and an agency is jumping up and down about it, they don’t understand what’s really important.

4. Focus on results, not that prime time TV slot

Sure, it sounds good to be airing your company’s ad during a major sports event—but is that the best way to maximize your TV advertising budget? Or might there be a far better deal with greater viewership for your products or services elsewhere? The highest-rated shows are the most expensive so choose wisely. This is where an experienced media buying agency will be able to strategize best.

graphic of media buying - for how to maximize your TV advertising budget

5. Do what’s best for your company and budget

Not able to reach your target audience on your budget? It’s okay not to use TV advertising. It’s not for every company. If the rates are too high, don’t buy them. Your goal should be 3-5 times per week per station on Cable networks otherwise it might not make sense at all.

 

Maximize Your TV Advertising Budget With Nartak

Are you interested in a professional media planner to negotiate on your behalf? Reach out to Nartak Media Services to learn how we can secure advertising media buys for your business and maximize your TV advertising budget.

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