As the modern economy has grown and evolved, many people have wondered whether or not technology has killed print advertising. There are many reasons for this. After all, many people look for goods and services on the internet, meaning that print advertising could have become obsolete. In reality, print advertising is alive and better than ever. Even though the circulation of newspapers and magazines may have dropped, this merely means that those who are still reading the paper act as a dedicated audience.
According to the senior vice president of finance of Time Magazine, print is still a top of the line medium. Print advertising serves a crucial role in establishing the respectability and the worthiness of a brand in the broder economy. Furthermore, it has a broad reach and, because of the dedicated readership, print advertisers are able to target a specific audience. While digital advertising has its place, most people measure digital advertising through clicks. This has nothing to do with the ultimate conversion rate of the reader. On the other hand, print advertising has a much easier time of reaching their targeted audience. Through this advertising, it is possible to establish a brand identity.
In today’s era, many people like to see immediate results; however, with short attention spans and immediate results, ads have a shorter shelf life. This makes digital advertising expensive and incurs a high turnover rate. On the other hand, print advertising has a longer shelf life because of the lag time necessary for measuring the impact of a print ad. It takes time for a print ad to reach someone’s home and spread around the community. Because of this spread-out effect, a print ad tends to last longer than its digital counterparts.
Ultimately, print advertising is far from dead and, in reality, it is alive and well. By using print advertising, a company can target its ads to reach a specific audience. This will lead to a higher return on investment with an ad that has a longer shelf-life than its digital rivals.