Printed marketing is well and truly alive and thriving.
While printed media is often talked about as having a waning influence, printed marketing still plays an important role in the advertising industry.
But the question to anyone thinking about advertising is whether printed marketing is an effective tool to market their business.
Is it cost-effective? Does it reach the right people? Does it deliver results?
The truth is that it depends where you advertise, what the reach is, what your business is, and how effective your advert is.
In an increasingly digital world, the question might be should you be advertising in print or online… and the answer will probably be that you should be doing both.
As the cost of digital advertising rises with more and more people competing for the same space and the same audience, print marketing is becoming more impactful than ever.
The benefits of print vs digital marketing
The number one goal of any marketing is to reach people in your target audience (whether that’s demographic, location, affluence or anything else) and get your message in front of them.
For most, it’s a case of getting them to buy what you’re offering, whether that’s goods or services, while in other cases, it’s a branding exercise to increase awareness of your business and what you do.
The tangible nature of print material in an increasingly digital world might feel like a novelty, but it’s also an effective method of marketing.
Because we receive so much less printed marketing than we did 15 or 20 years ago, it’s a much less crowded marketplace than it once was.
Just think of how much mail you get through your letterbox today… it’s a fraction of what might’ve been waiting on the welcome mat a few years ago, isn’t it?
“Publisher brands are highly trusted by their audiences and are generally consumed as a ‘sole-attention’ channel, unlike TV or social, which are more likely to suffer from dual-screening.”
Brochures, flyers, and magazines that are targeted in hyperlocal locations with relevant messaging and information develop the sort of reputation that makes advertising via those methods a reliable source of positive returns.
In fact, while more physical mail may have arrived in the past, figures from Market Reach show that door drops are kept in the house for an arrive of 38 days today, compared with 17 days in 2016 – that’s a 124% rise.
At RH Uncovered, we’ve cultivated a reputation as a magazine that delivers relevant and valuable information, resources and businesses (through advertising) to local residents month after month.
That consistency then means that anyone who advertises with us benefits from the trust that comes with being inside of an edition of the magazine – and that can be invaluable.
Physical media is much more difficult to ignore than a digital advertisement, particularly when you’ve got it in your hands as you step through the door – even if you’ve never seen it before, you’re likely to have a quick flick through before you do anything with it.
Print marketing has a reputation for being trustworthy in general and in a digital age where misinformation is rife, that can be a real benefit for businesses thinking of advertising.
As stated in an article from The Media Leader, “Publisher brands are highly trusted by their audiences and are generally consumed as a ‘sole-attention’ channel, unlike TV or social, which are more likely to suffer from dual-screening.”
This quote underscores the focused attention that printed materials receive, making them a valuable channel for building trust and credibility with potential customers.
Should I advertise in print or digital?
When you’re considering where to market, think about where your audience is.
The basic principle we always preach is that we help you advertise to people in the areas you operate in who can buy from you.
Of course, that’s possible online too, but nothing is an exact science and with the cost of digital advertising increasing year by year, it’s worth thinking about what the quickest route to your target audience is.
For businesses targeting a local market, advertising in printed magazines like RH Uncovered can be a prudent marketing spend. Local publications have a dedicated readership and can provide a direct line of communication with potential customers in your area.
Print media often has a direct impact on online activity, too – 92% of people have been driven to online activity as a direct result of receiving mail, with 87% being influenced to make online purchases.
Our magazines have a strong readership and thanks to our regular circulation, we’ve developed a reputation that means we’re trusted and respected – which is great news for any businesses that advertise with us.
“Print media often has a direct impact on online activity, too – 92% of people have been driven to online activity as a direct result of receiving mail, with 87% being influenced to make online purchases.”
Is print marketing cheap or expensive?
It’s a common misconception that print marketing is expensive – far from it. Sure, there’s the associated costs of design and printing… but if you’re advertising in local magazines, that can all be factored into your advertising costs.
In fact, you often have access to free support and guidance and you can lean on the experience of your publications and distributors – they know all the ins and outs of what makes a good design and an effective advertisement.
A well-designed brochure, magazine, flyer or anything in print can last much longer than an online advert. It can continue to pay dividends and deliver leads long after the initial distribution.
Our stats show that 64% of RH Uncovered survey responders keep RH Uncovered magazine for at least a couple of weeks, with many keeping the latest issue to hand until the next one arrives.
That means that even after your costs have all gone out, you can continue to reap the rewards. There’s an element of long-term nurture that comes with magazine advertisement, too.
It’s why we always talk about a long-term process with our clients – the longer you advertise, the more trust and recognition you develop. And then, when the time is right and a reader is ready to buy, they’ll come to you.
It might be that it was 6 months, 9 months or even more than a year since they first saw your advert and remembered your name – but by ensuring that you’re top of mind, you eventually convert that into a sale.
The important thing is that you consider what you’re trying to achieve with your advertising and then combine your efforts across BOTH print and digital advertising to ensure you reach your target audience, build credibility, and grow at a consistent and sustainable level.
“Our stats show that 64% of RH Uncovered survey responders keep RH Uncovered magazine for at least a couple of weeks, with many keeping the latest issue to hand until the next one arrives”
If you want to talk about advertising in RH Uncovered, we can help you with as much or as little as you need. Just give us a call on 01342 718348 or drop us an email at info@rhuncovered.co.uk to find out more.
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