PRINT ADVERTISING CONTINUES TO GO FROM STRENGTH TO STRENGTH

With the rise of the internet and social media, digital advertising has become the norm for many businesses looking to promote their products and services. However, print media advertising still continues to go from strength to strength, and advertising in local doorstep magazines has become a favourite for many businesses.

There are many advantages to advertising in your local doorstep magazine rather than solely online. Here are a few: Wide, local audience. Doorstep magazines are targeted to specific geographic areas, reaching all demographics and interests. A free magazine delivered door-to-door means that every household and business gets a copy - it is not sat on a newsagent’s or supermarket’s shelf like a local newspaper waiting for someone to buy it. Reaching a wide audience means that your advertising efforts are likely to be more effective. Longer shelf life. Magazines have a longer lifespan than digital ads. Unlike a digital ad which must first be clicked on to be seen for a few seconds before being clicked away or lost in a sea of other ads, or social media advertising where Facebook ads come then quickly go, doorstep magazines can sit on coffee tables, in waiting rooms, and in homes and offices for weeks or even months. So, much later, when you need a products or service, you can pick up the magazine and find something you remember seeing. This staying power of print helps readers see printed adverts as more trustworthy than those in digital formats, such as pop-up ads which seem fleeting and not always believable. Print advertising drives memory. Research has shown that people read more slowly when reading on paper than online. Slower reading allows you to gain deeper understanding and to remember more. Print provides a more focused way of reading too, because newspapers and magazines are laid out intentionally for readability.

Creative flexibility. Printed ads allow you to showcase your products and services in a visually appealing and engaging way. Using different colours, fonts, styles and layouts, you can create an ad that stands out and grabs readers’ attention. Print ads also allow you to use different sizes, from a small lineage ad to a full-page one, depending on your budget. And, if you need to make changes to a print ad, it’s easily done unlike other advertising media either e.g., radio ads require re-recording, which involves both time and cost. With your local doorstep magazine, it just takes a quick phone call or email to your friendly graphic designer to get your advert changed at no cost.

Social proof. Advertising in a local magazine can help establish your business as a credible and trusted brand in the community. By being featured alongside other respected businesses, readers can form a positive impression of your business through ‘social proof’, which can lead to increased sales and customer loyalty.

Print builds awareness. All types of advertising require repeat placement to be effective. But, while radio and online campaigns show diminished awareness of an advertiser or brand after running four times, awareness continues to grow with the frequency of print ads. Print media advertising increases brand loyalty and purchase decisions far more than online adverts do.

Of course, online advertising has many benefits too, which I could not argue with. I would however suggest that different types of advertising media are combined for the greatest impact. For example, take a look at the adverts in your local doorstep magazine and many give a website address for more information or a special offer. That’s because print is exceptionally good at driving readers to wherever you want them to go. Every advertising medium has its benefits, so for maximum impact, your marketing campaign should be a multimedia approach, including doorstep magazines.

In conclusion, while digital advertising is important in today’s world, it’s worth considering the advantages of advertising in your local doorstep magazine as well. By targeting a wide, local audience, benefiting from a longer shelf life, having more creative flexibility, and building social proof and awareness, advertising in a local doorstep magazine can be an effective way to promote your business and reach new customers in your community.

By Peter Cooper