Is Print Media Dead?

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.


books and novels lined up in a row on a shelf in a bookstore

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. 

Man standing with typography book open on table


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.

stack of newspapers with "classified" heading in the center

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


print media being printed from a machine

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.


End Note


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!

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.