Contrary to popular belief print media is alive and well. People still subscribe to magazines and read newspapers, and many of these publications offer incredibly targeted audiences.
The print media world may no longer be recognizable after the digital revolution that’s occurred in the past 15 years, but it’s still thriving in many ways. Magazines and local newspapers still offer a viable readership that may be keenly interested in what you’re selling.
It’s all about finding the right audience for your brand. Here are facts to consider, showing how your business can benefit from this often overlooked marketing channel.
Making Print Media Work for You
1. National Magazines May Have Local Sections
Sure, everyone would love to afford big, glossy ads in national magazines where the big brands advertise. However, small business owners and even some larger businesses may not feel that these magazines are suitable for their marketing needs.
But what many might not know is that some of the national publications have local sections in them, where local businesses often buy ads. It’s a more affordable way to get your ad published in a bona-fide, impressive-looking print media publication.
2. Free Local Magazines are Often a Good Option
Local businesses often supply stacks of free local magazines – look for them next time you exit your grocery store. They’re free to the public and often run informative articles such as spotlights on local business people or events that many find fascinating.
They’re glossy, they’re interesting, and they often enjoy longer shelf life than the big national magazines. Plus, they’re automatically targeted for your local area, by definition!
3. Local Newspapers Offer Good Brand Exposure
Not everyone who scans the local paper for news, the police blotter, jobs, apartments or high school sports is looking for your product, but they will be exposed to your brand every time they pick up that paper.
And marketers know that the more brand exposure they get, the more inclined consumers are to consider their product when they eventually do feel the need to purchase.
On media engagement, print newspapers scored highest! Newspaper Web sites came in 34% higher than average – scoring higher than radio, magazine, Internet, and billboards.
Source: International News Media Association
Besides, people who read local newspapers often do so for the ads! They’re looking to see what deals they can score, since they know many businesses print coupons in the local papers.
Finally, like local magazines, local papers offer businesses a highly targeted audience.
4. You Can Build a Better Reputation in Local Print Media
Local magazines, newsletters, and newspapers offer businesses a way to build a reputation or improve one. They do a lot of work to build relationships with their readers, to grow their own reputation. As they build trust, advertising with them becomes more beneficial because you’re essentially siphoning off some of that trust for your business.
It works because when readers trust a newspaper to deliver unbiased news and insightful commentary, they indirectly begin to trust advertisers in that publication too. It’s building trustworthiness by association!
“It takes many good deeds to build a good reputation, and only one bad one to lose it.”—Benjamin Franklin
5. Personal Attention and Flexibility
Whether you are advertising home remodeling or the latest computer software, you can reach that target demographic by placing your ad in that particular section. Newspapers and magazines often have home, lifestyle, technology, sports – and more – sections.
Likewise you can micro target your location with regional papers that have targeted section for certain neighborhoods or cities. This could be a perfect place to advertise a new restaurant, dry cleaner, or home repair company.
Local print media almost always offers a variety of different ad sizes – to satisfy even the most restricted budgets. Tailoring your ad to your budget is easy with choices like quarter-page, half-page, or full-page ads. Some even offer small business card size advertising spots.
Many local newspapers give you the opportunity to actually speak to someone who knows the business and can help you with your needs. You won’t find that in many large publications.
One Final Word
No matter what type of print media you’re considering, always give extra attention to visuals when designing your ad. It should be eye-catching so readers notice your ad, and interesting so they remember you when they go to purchase.
