Advertising in Print: Myths and Truths
Advertising is the lifeblood of enterprises throughout the United States. Properly-executed advertising can boost sales and deepen brand recognition. In the last 20 years, the use of digital advertising has exploded. While digital ads have their merit, it’s wise to avoid overlooking the power of advertising in print. Pel Hughes is a family-owned printing company that helps businesses develop direct mail campaigns, business cards, catalogues, and more.
If you’re wondering whether print has a place in your advertising repertoire, consider the following dispelled myths.
Myth #1 Print Ads are Expensive
Many business owners hold a misconception that advertising in print is more expensive than digital but the truth is that print ads are more affordable than you might think. For instance, a local cabinet manufacturer may not have the budget for a two-page spread in Better Homes and Gardens but they likely have room in their budget for newspaper ads or a direct mail campaign. There’s a multitude of ways that you can use print to your advantage—even if you have a limited advertising budget.
Myth #2 Digital Ads are More Effective than Advertising in Print
Digital ads can be of great benefit, particularly when you want to tap into markets in various regions. Although digital ads are useful, it doesn’t mean that print is of no benefit to you. In fact, blending print and digital advertising can yield great results.
In some cases, print could be more effective than digital. One great example of this is through direct mail. Human beings are hardwired to distrust digital advertising and similarly, they tend to be more inclined to trust print. This is true across all demographics. Consider the following statistics:
- 82% of consumers report that they trust print ads above all other advertising mediums
- Print ads amplify digital advertising. In fact, print campaigns could boost digital ads four times higher.
- People retain more when they read from paper over digital mediums. When a person reads a print ad, they are able to retain more information for a longer amount of time. Print captures people’s attention—full stop.
Myth #3 Advertising in Print Only Appeals to Older People
It might seem logical to think that younger folks prefer digital over print but research proves otherwise. Millennials respond very favorably to print and this demographic funnels about $600 billion into the economy through consumer spending. If you’re still not convinced that print appeals to younger people, consider the following statistics:
- Over 70% of millennials read retail inserts
- Over 50% of millennials peruse catalogues and magazine ads
- More than 75% of millennials read their direct mail
Print advertising could boost your bottom line. If you’re considering advertising in print, we invite you to speak with one of our experts at Pel Hughes. From direct mail to banners and promotional products, we deploy advanced technology in database management and campaign automation to help businesses in every industry harness the power of print. We can also assist with cross media marketing. Call us today at (504) 486-8646 or visit our blog to learn more.
