How Printed Media Can Help Your Business
What advantages does printed media have over other forms of advertising? Let us tell you!
Printed Media delivers mass reach
Thirty-seven million people read a national newspaper every week, and 83% of UK adults read a national newspaper on a monthly basis. In the age of rolling 24-hour news coverage, national newspapers are read by 76% of adults in a week. This amounts to 33 million readers on weekdays and 30 million readers at weekends.*
As media have become more fragmented and targeted, a medium that can offer mass market coverage plays an increasingly valuable role.
And that mass reach builds faster than other media
As well as mass daily, weekly and monthly reach a key differentiator for the papers is that virtually all of the reach is delivered on the day the ad appears, unlike other media where coverage takes time to build. Even TV can’t guarantee mass reach except at high levels of expense.
Added to this are specifically targetted trade, industry and leisure publications. Printed media also offers a range of different environments with publications and features to connect with specific demographics and mind sets. This enables advertisers to directly engage their target market.
*(Source: NRS Accumulation Study)
Printed Media offers a unique and powerful form of consumer engagement
Printed Media command active attention and involvement. Consumers describe the experience of reading their paper as being in a bubble where the outside world does not intrude. Readers identify strongly with ‘their’ paper; it provides a very personal connection to reader’s emotions which brands can tap into. The amount of time the reader spends with their paper underlines this.
The NMA’s neuroscience research has demonstrated the power of printed media advertising to drive a strong emotional response; in tests the emotional response to newspapers ads was stronger than response to the TV ads tested. Tracking of in-market campaigns has reinforced this finding; 20 in-market studies provided clear evidence of national newspapers strength in generating increased emotional identification.
(Sources: NMA Emotional Connections Report 2007; Findings from Millward Brown/Brain FingerPrinting neuroscience study 2006; Brand Tracking Studies conducted by Hall & Partners and Millward Brown in 2006/7; NRS Time Spend Reading Survey)
Printed Media are proven to boost sales and build brand equity
Printed media builds brand sales. They make an immediate impact, and deliver a lasting effect. In-market case studies demonstrated both short and longer terms sales uplifts. And the greater the exposure the higher the uplift.
(Sources: Millward Brown in-market tracking; dunnhumby; TNS)
Printed Media drives readers to advertiser websites
Printed media advertising increases web awareness, where customers who are directed a website can make purchases or view other products and services.
Several case studies demonstrate this. For Kraft Philadelphia newspapers drove a 228% increase in web traffic in Mar/Apr 07 & 160% increase in Aug/Sep 07 together with unique visitors to the recipes section soaring by 5292%.
For Toyota Yaris, newspapers drove a 32% increase in web traffic to their microsite in Jul-Sep 07.
Whether simply driving traffic to an advertiser’s web site, or working with the site to deliver a cohesive campaign, printed media is the perfect way to achive results.
(Source: Sophus3)
Low production costs allow multiple executions
Multiple executions are proven to be more effective across all media. Compared to other media, newspaper production costs are low. Thus multiple executions are more achievable in the papers which allow the advertiser to deliver higher levels of effectiveness.
Printed media offers a high level of topicality and flexibility
Newspapers are the only media where an agency or advertiser can have (or change) a campaign idea late in the day and still communicate it to half the adults in the UK the following morning. Final copy for an advert can be delivered at very short notice – even by the evening of that night’s print run of the newspaper.
Printed media is both portable and permanent
Printed media allows readers to control their level of engagement; being able to carry their publication with them and tear pages out makes for a powerful direct response medium. Print media is read over a long period and enables readers to collect their favorite articles or magazines.
