Media Wow’s understanding of the printed medium extends across national and local newspapers, through business and consumer magazines, to third party mailings.
It’s no secret that national newspaper circulation is declining in the face of competition from online news sources. Indeed, the newspapers recognized this long ago and their own websites now have a strong presence, using a variety of charging models. Yet the actual paper-based publications are still consumed by millions of readers every day. Bought at the right rates, national newspaper advertising is an efficient way of hitting a mass audience, with the advantage of reach being delivered in a short space of time.
Local newspapers have also suffered from the digital revolution. In addition to readers deserting the medium, the traditional mainstays of local press advertising – motors, property and recruitment – have shifted their budgets onto the internet, as that is where people search for those products and services nowadays.
There are over three thousand consumer magazine titles are currently published in the UK, reaching more than 80% of the adult population. Business publications exist in their thousands, catering to every conceivable profession and industry. Magazines are a medium that caters to niche interests; therefore readers consider it more personal and tailored than other media. Advertisers can benefit from this relationship.
Another effective, but less visible, print medium which can be used, is third party mailings. These cover a range of audiences, which we are able to segment into audience types. Companies will carry advertisers’ inserts in their customer communications – your leaflet can be carried alongside a catalogue mailing (inside the polybag); inside a product dispatch (e.g. inside the packet when you order a DVD from Amazon); or in the envelope alongside an account statement or order acknowledgement.
Some of these companies are well known names, others are not well known outside their own customer base. Because these insert programmes are not as visible as other media, it takes a knowledge of the market, and a good relationship with the owners, to buy effectively at the correct rates.
The press is having to come to terms with the advancement of new media. But the continuing influence of the printed format shouldn’t be underestimated. Used well, press can play a vital role in the marketing mix. As online search and purchase grows in importance, we must be aware that print forms a key part in stimulating consumers’ online behaviour. Smartphone ad-scanning technology means that it is easier than ever for the two media to work together.
