FAQ: Are There Benefits to Print Advertising?
One of the questions that many people have is whether or not print advertising has any benefit in the modern era. Because people are able to target print advertisements to a specific audience, there are certain benefits that come with print ads that digital ads simply cannot provide. Some of the examples of these benefits include:
Brand Trustworthiness
Print ads have been around since the dawn of the newspaper. Therefore, people tend to take print ads a bit more seriously than the more salacious digital advertisements. This means that companies are able to use print ads to establish a sense of brand trustworthiness among their readership.
A Target Audience
Even though the number of newspapers in circulation has declined over the years, this means that those who still read the newspaper tend to like its content. This means that companies are able to target print advertisements to a very narrow readership. Companies are able to position their ads in the most relevant publications, allowing them to enjoy a higher return on investment. With digital advertisements, there is no guarantee that people will even see the ad.
Focus
When people see a print ad, they are focused purely on that ad. This leads to a higher conversion rate with print ads. In contrast, digital ads tend to show up for a split second or rest on the side of the screen. People could be watching TV or playing a computer game, not even seeing the ad show up on their screen.
Online Searches
Based on an article published by the National Retail Federation, customers are more likely to enter an online search after first viewing a print ad, such as a magazine publication. The internet and print advertisements are inexorably linked, meaning that print advertising will always have a place in the modern economy.