If you’re a B2B business, you’ll probably have been contacted by trade magazines or local press to advertise. While it definitely still has its place in this digital world, you also need to think carefully about how and why you’re using it, as there are pros and cons – as there are with all marketing channels!
We’re looking at the case for and against print advertising.
The case for print advertising
- Longevity: Print ads can last for years, especially if they are well-preserved. This provides a consistent message over a long period.
- Credibility: Print ads are often perceived as more credible than digital ads. They are often associated with established brands and publications, lending them a sense of authority.
- Targeted reach: Print ads can be highly targeted to specific demographics or industries through the choice of publication. This ensures that the message reaches the intended audience.
- Tangible experience: Print ads offer a tangible experience that can be physically held and examined. This can create a stronger emotional connection with the audience.
- Offline + online: Trade magazines sometimes offer both a printed and digital version of their publications so you can reach two demographics at once.
The case against print advertising
- Higher cost: Print ads generally have higher upfront costs compared to digital ads, especially for full-page or full-colour ads.
- Limited reach: While print ads can be targeted, their overall reach is limited compared to digital channels like social media or search engines.
- Shorter shelf life: While print ads can last for years, their relevance can diminish over time, especially in rapidly changing markets.
- Difficulty in tracking ROI: It can be more difficult to accurately measure the direct impact of print ads on sales or conversions compared to digital ads (although you can use devices like QR codes or vouchers).
- Environmental concerns: The production and distribution of print materials can have a negative impact on the environment.
- Sales calls: From our clients’ experience, they receive lots of unwanted sales calls from trade press ads!
And Marketing as a case study
Despite being a digital-first company, we occasionally use print ads in the local newspaper. One of our business goals is to raise our local visibility so we balance our environmental concerns and our innate urge to measure everything with the specific geographical coverage and trust indication that comes with being in the local press.
Ultimately, the decision of whether to use print ads depends on the specific goals of a business, its target audience, and its budget. A balanced approach, combining print ads with digital marketing strategies, can often yield the best results.
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