Did someone say that the average print magazine has run out of ink in this age of laptops, mobiles and tablets? Was someone ringing the death knell for print marketing a little too loudly? To all those raising hosannas to the gradual demise of all things physical and printed, this is a request to think again.
The figures issued by the Association of Magazine Media show a steady consistency in the readership of magazines across various genres. You do not need to worry your head about all those figures and symbols. Think about your commute to work today , if you had taken a train, shuttle or tube, chances are that you would have seen most of the commuters immersed some sort of print – magazine, newspaper or a book. Why would that be? Why are people still reading physical printed material – and why are advertisers still going in for print marketing in today’s age of all things electronic?
Maybe the answer lies in the sense of permanence and security that the physical tangibility of printed reading material provides. Maybe it is the convenience of reading something and reflecting on it at one’s own pace which gives readers a sense of control over what their mind takes in, instead of being electronically hurried along and buried amidst the clutter of information and flashing images. Maybe it is the belief that the efforts put in to research and write articles and actually publish and circulate a print magazine is far, far more credible than someone voicing his or her opinion on the internet without any verification or endorsement. At the end of it all, no matter how rapid the strides of development made, it is still an undeniable fact that to get an article, story or content out on print, certain standards of writing have to be met and a level of credibility has to be achieved. All the Media Advertising Company provides this type of services.
So why go in for print marketing, why make it a part of an advertiser’s media strategy? For starters, print still continues to be the major influencer in the minds of the consumers given the level of attentiveness that the reading of a print magazine commands, which leads to a high brand recall. Secondly, magazines, especially the special interest ones, already have their niche segment of readers. So the effort in conducting market research on the part of the advertiser is saved to a large extent - it may piggy-back on the magazines’ existing readership and reach out to the customers whom they want to approach. Finally, the reach of print magazines is still as strong as ever, as it is not just the original purchaser who reads the magazine, but friends, family and colleagues as well. Think about it, what do you do when you are waiting for a doctor or a dentist appointment or waiting in the lobby for an interview? You read a magazine, right? And how many other people waiting in the same area as you also read those same magazines? So many people view a single high-resolution printed advertisement in the magazine.
Now do you still believe that print magazines have reached the end of their road and print marketing is an obsolete activity? I am sure that reading this little post has got you thinking again.
The figures issued by the Association of Magazine Media show a steady consistency in the readership of magazines across various genres. You do not need to worry your head about all those figures and symbols. Think about your commute to work today , if you had taken a train, shuttle or tube, chances are that you would have seen most of the commuters immersed some sort of print – magazine, newspaper or a book. Why would that be? Why are people still reading physical printed material – and why are advertisers still going in for print marketing in today’s age of all things electronic?
Maybe the answer lies in the sense of permanence and security that the physical tangibility of printed reading material provides. Maybe it is the convenience of reading something and reflecting on it at one’s own pace which gives readers a sense of control over what their mind takes in, instead of being electronically hurried along and buried amidst the clutter of information and flashing images. Maybe it is the belief that the efforts put in to research and write articles and actually publish and circulate a print magazine is far, far more credible than someone voicing his or her opinion on the internet without any verification or endorsement. At the end of it all, no matter how rapid the strides of development made, it is still an undeniable fact that to get an article, story or content out on print, certain standards of writing have to be met and a level of credibility has to be achieved. All the Media Advertising Company provides this type of services.
So why go in for print marketing, why make it a part of an advertiser’s media strategy? For starters, print still continues to be the major influencer in the minds of the consumers given the level of attentiveness that the reading of a print magazine commands, which leads to a high brand recall. Secondly, magazines, especially the special interest ones, already have their niche segment of readers. So the effort in conducting market research on the part of the advertiser is saved to a large extent - it may piggy-back on the magazines’ existing readership and reach out to the customers whom they want to approach. Finally, the reach of print magazines is still as strong as ever, as it is not just the original purchaser who reads the magazine, but friends, family and colleagues as well. Think about it, what do you do when you are waiting for a doctor or a dentist appointment or waiting in the lobby for an interview? You read a magazine, right? And how many other people waiting in the same area as you also read those same magazines? So many people view a single high-resolution printed advertisement in the magazine.
Now do you still believe that print magazines have reached the end of their road and print marketing is an obsolete activity? I am sure that reading this little post has got you thinking again.
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