It’s easy to think that whenever a new technology comes along (in this case, the internet), it washes away everything else and starts again afresh. It’s not that simple, however, and that’s an important distinction to make when you’re in business, as it could help you to avoid neglecting an entire avenue of marketing that could be beneficial.
Print media is a victim of the digital age in this way, but it’s something that many businesses still utilize due to how effective it can be. Why is that? Well, for all of the reasons that print was such a valuable form of marketing in the first place, but it’s worth reminding yourself of what it’s capable of in a time with so much competition.
It Still Works
This is the only thing that you need to know about print media if you are considering it. Of course, that’s conditional – it’s not a guarantee that it’s going to boost your business, but the potential is there. When you’re considering a new type of marketing, it’s natural to think about it in contrast to all other forms of marketing – weighing up the pros and cons. However, that’s not how it would be implemented in your business. Instead, it would be a single branch of your marketing tree, heaping its own benefits on top of everything else you have going.
If print didn’t work, there wouldn’t be professional services dedicated to helping your business make the most of what it had to offer. Services that can help you to utilize full spectrum print media to have your brand appear in ads or inserts can mean that you’re suddenly gaining a level of visibility that you might have only thought possible with techniques and practices like SEO. However, the physical world is rife with opportunities, as the continued popularity of billboards shows.
Print is Varied
It might also be that you’re thinking of print in a very narrow sense. Are newspapers less popular thanks to the availability of digital news and its instantaneous updates? While that does appear to be the case, it’s important to recognize that less popular doesn’t mean devoid of interest, with millions of people still seemingly exposed to them. Furthermore, that focuses on one specific advantage that digital content has over its print counterpart, without taking into account magazines, leaflets, newsletters, direct mail, or any other form print media takes.
The Audience for Print
Is there a specific audience for print media? Some people around the world might not have the same level of access to the internet that you might expect, but if they’re in remote places, they also might not be reached by your print marketing either. What about age groups? Could it be that older people who aren’t as familiar with the internet are more likely to read newspapers or magazines that feature your content? Maybe so, but it’s important to not think of print as being so niche – leaflets and ads in public places or popular magazines can have a more general impact too.