Why Print Advertising Works
A Book is the Most Effective Way to Promote Your Business.
Books build relationships and are replacing business cards, as they provide the opportunity to explain your competitive advantage. The 48 page book is extremely cost effective, both to print and to deliver, by Canada Post or bulk mail.
What do Consumers Say?
Do you really want to pay for the type of advertising that most annoys your prospects and customers? According to Hubspot Research , 73% of 1055 people surveyed dislike online pop-ups, 43% dislike banner ads, and only 18% dislike magazine advertising. Think of it this way, if you walk into a car dealership and you really dislike the salesperson, are you likely to buy or walk out?
The increasing dislike for digital advertising has lead to many people using adblocker apps. Your digital advertising may not be seen by this group, so how are you reaching them? Research confirms prospects and customers still engage with print media.
Debunking the Myth:
The myth is that ‘print advertising’ is dead. Andy Blau, senior vice president of finance and advertising at New York-based magazine publisher Time Inc., says that digital advertising may do a better job of direct response, but print advertising is worth it in the end because of print’s longer shelf life and higher potential for reverberations beyond the initial reader.
Seeing as we publish reference books, not magazines, the longevity is even longer.
“There are methodologies for proving ROI for print, but it’s not instantaneous like it is with digital for a variety of reasons: It’s a physical product, it takes time to arrive at a person’s house, it’s there for a long time so there are many impressions, and there’s a pass-along and an audience reach that accumulates over at least two weeks.” In other words, patience is required, but it is possible that a print ad’s value extends well beyond its CPM. Source
Duration of print advertising makes a difference. Advertising in daily newspapers has a very short shelf life, ads in magazines continue to produce results for a longer period of time, and advertising in a resource book provides the most longevity. It is the key advantage of our product – advertising in the Kitchen Hacks book.
“Print is interesting because it actually provokes people to read it,” says Britt Fero, executive vice president and head of strategy in the Seattle office of New York-based ad agency Publicis. “Just buying it or getting it in the mail provokes the reader to engage in a way that digital doesn’t. If you have time to read a magazine, then you’re going to really engage with the ads in there. Print ads should inspire you to look at them even longer.” Source
Digital Advertising: The Ghost That Isn’t Seen
“There’s a misconception among advertisers that print ads are much more expensive than digital, but the gap is much smaller than you would think,” Time Inc.’s Blau says. Source
So, if evidence shows people engage differently with print advertising, it is worth it to take a closer look at the challenges of digital advertising. One of the reasons digital advertising may not perform as well as business owners may expect is ad-blockers.
A 2014 study by Gfk compared advertisements for coffee, a lottery, an Internet provider, a dairy brand, a travel agency, and global players such as H&M, IKEA, and Vodafone. It compared newsprint, magazines, radio, TV, and online banners.
Print advertising appears to have the highest ROI. The study showed that even branding campaigns in newspapers deliver better ROI than TV spots, and that print advertising does not need to be promotion or sale oriented. Magazine advertising out performed both TV and online advertising. Even newspaper advertising out performed online advertising.
The Truth About Digital Advertising
Business owners are bombarded with messages encouraging them to “advertise online.” Google and Facebook use this strategy to convince business owners, and thousands of others are following suit.
Across the board, regardless of age, approximately 80% of people surveyed stated they use ad–blockers, leaving only about 20% who are viewing digital advertising without interrupting it. Many of those have learned to zone out the clutter of advertising.
Many businesses over pay for digital advertising and get little or no response. There are no rules monitoring the digital advertising market. The content quality may be poor, the traffic may not stay on the page long enough for your ad to be seen, and the traffic stats may not be a meaningful reflection of the value of the ad space.
However, ewspapers and magazines are required to abide by rules. Circulation must be audited. According to Eric Sims, author of “The Ultimate Guide to Magazine Media Buying,” the ratio of content to advertising has varied over the past 35 years; however, it has always been around 45% advertising and 56% content.
Our Kitchen Hacks book is 10-12% advertising. This is because we believe customer retention of the book will be higher because of our choice to not overload it with advertising. We also believe, and feel you would agree, that your ad is more likely to be noticed if it is not competing with too many other ads.
Sources of Information
Here are Three Great Articles:
American Marketing Association: Why Print Matters
International News Media Association: Print Advertising as Highest ROI
Hubspot: Why People Block Ads