As much as marketers are moving advertising to digital (web, email, etc.), print remains a vital part of the marketing communications plan. Utilizing direct mail, marketing collateral, etc., print still has many applications. Below is a "Top Ten" list from Folio magazine.
10. Print provides differentiation
. How many of the millions of Web sites out there have a print magazine to drive traffic to it? The vast minority, I assure you. Print vehicles provide a unique strategy to drive traffic to your online marketing.
9. Print offers incredible branding
. Nothing makes a brand more recognized than a beautiful ad in a glossy magazine. A well-designed ad is an engaging experience for readers. And by the way, according to a recent MRI/Next Step poll, 55 percent of teens say they pay a lot of attention to print ads.
8. Print makes introductions
. Print is a great party host because of the talent it has introducing readers to your brand. An effective print ad stands in the crossroads between readers and advertisers. And your keyword purchases become more effective if customers have already been introduced to your brand.
7. Print readers are focused
. It’s hard to engage in other media when you’re reading a magazine. In the world of multitasking—where people are texting, e-mailing and listening to their iPod while watching TV—it’s hard to get noticed. But it’s hard to do anything else when you’re reading a magazine! In fact, according a survey done by Ball State University, magazines are the exclusive or primary medium 85 percent of the time they are used by consumers.
6. Print travels
. A magazine is your companion wherever you go: your favorite chair, your bed, an airplane—even your bathroom. A laptop on the porcelain throne just does not offer the same experience.