It’s true that in today’s digitally-driven world, screens dominate our lives. From mobile phones to laptops, we’re constantly glued to gadgets and consuming content digitally. With this rapid growth of digital media, it’s normal to think that other traditional forms of advertising, like print media, are on the decline.
But, is print media dead? We believe that isn’t the case. Find out why by reading our article below.
Resilience of Print Media
Contrary to popular belief, print media isn’t disappearing. It’s demonstrating remarkable resilience in the face of formidable digital competition. Let’s look at some examples to help answer the question, “Is print media dead?”
As per data from the Published Audience Measurement Company (PAMCo), print media reached an average of 30 million monthly consumers from June 2021 to September 2022, positioning it as the second-most preferred medium, trailing only smartphones.
Moreover, there is a notable resurgence in the sales of printed books. In 2022, the United States witnessed the sale of over 788.7 million copies, marking the second-highest sales figures in the 21st century.
According to The Business Research Company, the global print media market grew from $319.47 billion in 2022 to $326.52 billion in 2023 and is projected to increase further to $343.7 billion by 2027.
These are some pretty staggering stats for a media that’s apparently dead.
3 Reasons Why Print Media is Not Dead
So, why do people still opt for print media when they’ve got a world of information available at the click of a button? Check out these 3 reasons:
1. Tangibility and Recall
Something about holding an actual book, magazine, or newspaper and flipping the pages instead of touching the screen captivates many readers. This physical experience of print media is one aspect that digital media can’t replicate.
Moreover, print media offers a less distracting experience prevalent in digital content. There are no bothersome ads, hyperlinks, or notifications constantly vying for your attention. This is also precisely why research has shown that people tend to retain information more effectively when reading from a print rather than a screen. One source reported that brand recall through print ads is 77% more effective than 46% digital.
2. Trust and Credibility
According to a survey by MarketingSherpa, out of all advertising formats, people trust traditional advertising the most when making a purchase decision, with 82% of consumers trusting print media, followed by 80% television advertising, direct mail 76%, and radio advertising 71%.
Some people view print media as more trustworthy due to several reasons. This can be because, among many others, of the vulnerability of digital content to fraudulent activities, such as those involving bots and malware. Additionally, the sheer amount of digital ads can be overwhelming, which might lead consumers to view them with skepticism.
With this data, marketers have the opportunity to use traditional advertising to their advantage, establishing brand trust and credibility among consumers.
3. Targeted Demographics
When it comes to targeting, print media brings several advantages over their digital counterparts.
Firstly, print allows it to be very niche, catering to a very specific demographic, such as hobbyist magazines that focus on particular skills like gaming. Such finely targeted demographics might be too small for digital publications to serve effectively.
Secondly, print media allows for precise targeting of local and regional markets. For example, through localized distribution, publishers can tailor content to resonate with particular towns, neighborhoods, or specific metropolitan areas.
And lastly, marketers can engage in local partnerships by joining local events to distribute printed materials. These efforts establish direct relationships with readers and nurture strong and trusted connections with publishers, ultimately strengthening reader loyalty and trust.
The Future of Print Media
With strong ongoing interest, print media remains in the game. So, how do you balance diversity and create advertising success? Don’t see print and digital as competitors – see them as collaborative partners to enhance results! The key is constructing a well-balanced digital ecosystem that integrates digital and print media to optimize results.
When you target both online and offline channels, your marketing efforts become markedly more effective. Studies have shown that strategic use of both mediums can yield a remarkable 400% boost in the effectiveness of your marketing campaigns.
While many have speculated that print media is no longer relevant, the reality shows otherwise. So the answer to the question, “Is print media dead?” is a resounding no.
Despite digital media’s dominance in various aspects, print media is a resilient and enduring presence. As a matter of fact, it’s still an effective tool to widen the reach and maximize results, as shown by many studies and the many companies that have embraced print media as part of their marketing strategy.
By incorporating both digital and print media, you, too, can significantly expand your advertising reach. If you seek expertise in print media, the Nartak team is precisely what you need. We have the knowledge, experience, and unwavering dedication to help you harness the power of print media to enhance your business. Get in touch with us today and take the first step on the exciting journey towards success!