USA Today Columnist Steve Strauss discussed the benefits of print advertising in a recent “Ask the Expert” column. Even though the medium is changing, Strauss believes print offers a tremendous opportunity for businesses to brand themselves, drive traffic to their website and keep their message in front of consumers longer.
Here are the highlights:
“One of the main things you want from your advertising is the chance to STAND OUT…Print advertising continues to offer some great benefits not shared by its online counterparts:
It is highly targeted: Print advertising offers you the chance to catch people by their interests, or religion, hobbies, work, age, etc. Targeting your marketing to the right demographic is fairly easy by advertising in the right place, and it can be highly profitable.
It does not evaporate: Magazines stay in homes for months. Newspapers may be around for days. Web pages come and go. In addition, people reading web pages digest information far quicker – and move on – than do people reading print content.
It is great for branding: A print ad is a physical thing; it can be copied and placed in your store, or even on your website, for years. Electronic ads do not have the same cachet.
Print ads can and should empower your online ads. Research indicates that a not insignificant portion of online searches stem from offline ads – people see and ad in a newspaper or magazine and then search that topic on the Internet.
Bottom line: Print ads are not only a smart offline tool right now, but can become an effective part of your online strategy as well.”