Is Print Advertising Still Worth My Time?

March 10, 2023

While digital marketing is the most crucial facet of your marketing today, a comprehensive marketing plan still includes other traditional avenues of marketing, such as B2B print advertising.

Digital marketing, radio ads, print advertising; the list goes on. At RED66, we believe that it’s all just marketing. Digital media and traditional media go hand-in-hand and often complement each other.

Below, we explain what print advertising looks like today and how you can best pursue it according to your industry.

What Channels Are Used for Print Advertising?

As you probably know, print advertising is a form of marketing that uses traditional printed media to reach a business’s target audience on a larger, yet targeted, scale.

Below are the most commonly used channels for B2B print advertising:

Trade Magazines
Catalogs
Direct Mail
Inserts
Brochures
Billboards
Event programs

When Considering Print Advertising, Keep Your Target Audience in Mind

Understanding which forms of media your business’s target audience prefers is vital in deciding whether or not print belongs in your marketing plan.

Take a moment to ask yourself these questions:

“What form of content appeals to my target audience?”

“Are they more likely to read a trade magazine or view it onlin?”

“Do they prefer to browse a newspaper or scroll on their phone?"

If your audience is more drawn to traditional media, especially in their work life, then print is where you can usually find them.

For example, if you’re a linen rental provider targeting the healthcare industry, you can advertise in a healthcare trade publication, reaching the decision-makers within that industry.

Develop a Buyer Persona

Let’s take a moment to picture Rob, a 65-year-old restaurant owner in Ft. Meyers, FL.

Rob is a more traditional gentleman and isn’t tech-savvy in any way, shape, or form. He prefers traditional mail over email.

When he finds the time during the work week, Rob browses through restaurant business magazines and catalogs. Most restaurant suppliers Rob has contacted were found in trade publications.

If the description above aligns with your ideal target audience member, incorporating print advertising in your marketing plan may be a worthwhile idea!

Key Benefits of Print Advertising

Print Advertising Can Make a Strong Impression

B2B print advertisements can be beneficial for brand associations and recollections in the human mind. In an article written by Rob Errea, he details a neuromarketing study, which aimed to find the difference in human response to print vs. digital media.

The study found that print advertisements, over digital, have the advantage of fostering a more emotional connection with the audience. They can establish a more natural contact with the audience, usually leading to the audience spending more time viewing the advertisement.

Tangibility

Unlike online advertisements, print is tangible. This benefit of print advertising impacts the audience, as they can hold and interact with the ad and can’t just scroll past it.

Longevity

The shelf life is much greater than other mediums, and they can be stored. Consumers can keep the ad and reference it later when necessary. They can view it again and again, over a longer period of time.

Your Message Will Be Clear and Credible

There is a lot of misinformation in today’s digital world. Today, many hapless consumers must be wary of fake advertisements and deceptive online marketing campaigns.

However, print advertisements have the advantage of having earned the public’s trust overall.

Many people still view print ad channels, such as newspapers, as authoritative information sources. According to a consumer survey commissioned by graphic communications non-profit Two Sides, U.S. consumers believe print media is a safer, more secure and more trusted medium than its digital counterpart in virtually every way.

According to the same survey, just 35% trust the news stories found on social media, while a much higher 56% trust the news they read in printed newspapers.

Has The Power Of Print Advertising Caught Your Attention?

We get it; undertaking both traditional media and digital media can seem overwhelming. However, if your business can benefit from print ads, then there’s still a place for it in your marketing strategy.