Advertising and Print Media still work
Mar 9th, 2010 by JoeC
I may have a bit of a contrarian view on print media and advertising. Many have been predicting the demise of print and advertising. I would agree that this may be true on the web, because it is a different consumption experience. But print and advertising are still a good match. Print is still a sensory experience.
Print is still viable, but not for hard news. News is all about speed and brevity. Deliver the core facts as soon as possible. Don’t interrupt it with ads.
Print still works well for long form content and gorgeous, creative advertising. Advertising in print is simply not as intrusive as it is online, and it can be lush and beautiful. Advertising in print can become part of the experience of consuming the content. Look at fashion magazines in particular.
INK Magazine, a local publication here in CT, is such a great example of this principle at work. The photos are gorgeous and the advertising fits well with the articles and images. http://inkct.com/
INK is particularly nice since copies are complimentary (although paid subscriptions are also available for serious fans). While the advertising supports the publication, the quality of the content makes it irresistible to readers, leading to a bonus for advertisers: consumers save back issues, display it on their coffee tables, and recommend it to friends.
And I’m proud to be a part of INK in my capacity as their wellness columnist!
Emrys
I have to agree.. I one read someone who said that one day paper media will be entirely gone and everything will be on a digital screen – I just can not ever see it.
We have had the ability to exchange contact information electronically for years and yet business cards are still heavily used. Printed magazines that are made for creating a sensory experience such as fashion magazines like Vogue will always be printed.
There is something said for the tactile compensation one gets when they look at print media.. and when you have printed advertisements, you can make a serious impact if it’s designed in such a way..