We might live in the digital age, but the fact remains that the majority of Americans say print is the best way to read newspapers, magazines, and books. More than two-thirds of U.S. adults (68%) prefer print when it comes to reading books, with nearly the same amount (65%) saying print is best when reading magazines. More than half (53%) prefer to read a physical newspaper.
There are a lot of other reasons why businesses should use print advertising to engage a new audience. Those who prefer print have a lot of disposable income. Print readers are more likely to have college degrees and have annual household incomes over $100,000 than non-readers do.
Print also reaches all demographics. A quarter of those who love the idea of reading a print newspaper are under 35 years of age. On top of that, print advertising is seen as being more trustworthy than online channels; a whopping 82% of people say they trust print ads in magazines and newspapers.
The fact is that print continues to be the most popular way to advertise and businesses that advertise in newspapers and magazines are reaching new readers from every demographic. This is great news for businesses that either advertise in newspapers and magazines or those who want to start using print to expand their reach.
If you’re looking to create an advertising campaign, print media like newspapers, magazines, and direct mail campaigns are still the best way to connect with your audience.
If you want your print advertising campaign to reach targeted and relevant consumers, follow these six tips.
1. Know Your Audience
The best way to make your print advertising campaign a success is to know your audience. Who are you trying to reach, how can you speak to them, and what do they want? If you don’t understand your audience, it doesn’t matter how amazing your newspaper or magazine advertisement is because you will struggle to target the right people.
2. Find Publications That Fit the Profile of Your Target Customer
Similar to knowing your audience, it’s imperative that you use publications that reach your target audience. Every magazine and newspaper has an ideal reader. It’s why certain people pick up the Wall Street Journal and others turn to Tiger Beat. You need to find print publications that reach the most relevant customers and those most likely to buy your product when they see your ad.
3. Utilize Effective Print Ad Placement
Getting your advertisement in the right newspaper and magazine is the first step. Where an ad is placed in the print advertisement campaign is also exceptionally important. Advertisements near the front of a print publication tend to be remembered better than those in the middle.
If you want your magazine or newspaper advertisement to have the most impact, try placing it on the first page, inside cover, back page, and inside back cover.
4. Use High-Quality Images and Minimal Text
Your advertising campaign might be in a newspaper or magazine, but the Internet has impacted the way shoppers consume their data. For the most successful print and online marketing campaigns, less if often more. Even in print advertising, readers only glance at ads for a few seconds.
To attract and keep their attention, show, don’t tell. Appeal to their five senses, use high-quality pictures, a bold clear font, and minimal text.
5. Provide Value in Your Print Campaigns
“Value” in a print advertising campaign either tells your customer something they didn’t know about the product or service or provides monetary value. Regardless of age or income bracket, Americans love to save money, which is why coupons are so popular, especially in print ads.
The vast majority of Americans (85%) use coupons. Again, this doesn’t just apply to older consumers. According to recent data, 87% of Millennials, 91% of Generation Xers, and 96% of Baby Boomers clip coupons out of newspaper advertisements and circulars. If consumers think they’re getting a deal, they grab their scissors.
6. Track the Success of Your Print Campaigns
Some businesses choose an online marketing campaigns because they believe it’s easier to track the return on investment (ROI) than with print advertising. But there are plenty of creative ways for you to track the performance of a print advertising campaign.
A unique tracking code or promo number that your customers need to provide at checkout to receive a discount can help you track sales that were a result of the ad.
You could also set up a unique point of contact. Directing customers to use a specific email address or phone number on print materials makes it easy to follow the progress of your print advertising campaign.
Macromark Helping You Create a Successful Print Ad Campaign
Print advertising, whether in newspapers, magazines, or direct mail, is the best way for businesses to reach a wide, targeted audience. If you’re looking to develop and implement a print advertisement, contact the professionals at Macromark.
Macromark can help you create print advertisements that stand out on the page and resonate with your customers. Whether you’re looking to build a brand-new print media campaign or improve your current strategy, Macromark can help you create print advertising that attracts relevant shoppers and turns shoppers into repeat customers.
If you want to experience the advantages of a successful advertising campaign, whether it’s in print, a magazine, or newspaper, the team at Macromark is ready for your call. We offer a variety of services to our clients including print media advertising in newspaper, direct mail marketing, buying advertising space, list brokerage, data solutions, list fulfillment, and list management. For more information about how we can help grow your business, contact us at 1-(845)-230-6300.