When we think of advertising in today’s world, it may be more common to immediately think of digital advertising that you see online or television advertising. People are more likely to see digital advertising due to the rise of smart phones and tablets, allowing companies and products that likely would not be able to afford large scale television or print advertising campaigns.
Screen advertisements can be found on television, video sharing sites such as YouTube and also at the cinema, and allow companies to create catchy adverts that can be remembered for years afterwards. But the traditional print advertising is still going strong and can be seen in newspapers, magazines and more.
In celebration of the humble print advertising, we thought we’d take a look at the different types of print media that are available today.
If you were to be asked to think of print advertising, it may be likely that your first thought went to magazines. Magazines allow companies to produce innovative and eye catching advertisements that can be specifically aimed at the magazine’s target audience. While digital and screen advertising allow this to a degree, it is understandably impossible to ensure that their product reaches the desired audience.
Magazines are by their very nature audience specific; someone who has an avid interest in fashion is perhaps less likely to read a magazine geared towards cars. As such, advertisers and brands can be safe in the knowledge that advertising their latest hand bag, clothing line or make up will not be wasted money.
Of course there can be overlap here, general car brands can often be found in most magazines regardless of the content but items such as motor oil would be wasted money in a fashion magazine. This format also allows advertisers to tailor their space to their need – a big campaign can take up to two pages at a time whereas an older campaign may be content with just half a page.
This form also includes posters that can be found at bus stops, train stations and around town centres. These are the perfect way to advertise items to a large audience at once and due to the size of these they are often eye catching.
It is particularly common to see new films advertised in this manner, as anyone who drives or walks past will take notice of the billboard or posters content. Due to the very nature of this kind of print advertising, these adverts will often be lacking in content as the goal is to get attention quickly. Requiring someone to spend 5 minutes reading would not be advisable to people on the go!
This is the ideal way to potentially reach consumers who perhaps would not be aware before due to the very nature of this form of advertising. It is often impossible to advertise to one specific audience when using such a public form of advertising, which can help to expand the consumer base.
While newspapers may not be as popular as they once were thanks to the rise of digital, they still have a place in many people’s lives. As such, they are still a popular way to advertise in a traditional print medium.
Newspapers are surprisingly diverse with the availability of national, regional, local and even specific interest newspapers. This can also mean that there is a difference in who reads these, and as such allows for specific advertising.
Large multi-national or simply national companies may find it prudent to advertise in large newspapers such as the Guardian or the Daily Mail. Regional companies may prefer to spend their money in a regional newspaper, ensuring that they only reach their target base. At the lower level, a local company may choose to advertise in the local newspaper to try to generate business and encourage people to be aware of the businesses in their area.
As with magazines, advertisers can often choose the size of their adverts, from full pages to even small quarter pages. In smaller newspapers, there may even be a specific advertising section that allows for simply a few lines and a graphic.
The Decline of Print Media
Unfortunately, the rise of digital advertising has resulted in a decline in print media advertising. While print is not dead yet, nor even truly dying at the moment, it is experiencing a decline in popularity. As magazines and newspapers move into the digital world, the need for static print advertising is falling.
A 2015 study by the Pew Research Center in the United States found that ad revenue from newspapers had declined by 4% year over year to just $19.9 billion. This was found to be half the amount spent a decade ago. Though it may be alarming to think of print media declining, it is important to remember that it is still a popular medium and is likely to continue for many years to come, making this encouraging news for any print company!