Dispelling 5 Myths about Print Advertising

As the world continues to be consumed by the digital space, more and more emerging and small businesses view print advertising as all but obsolete. However, a quick study into the world of print advertising proves how inaccurate this assumption is.

In reality, there is a still a very robust print advertising market that when utilized and executed well can significantly benefit companies. Here are five more common myths about print advertising that we’re dispelling today.

1. Print is Dead – This is, of course, the driving force behind all negative perceptions of print advertising. That is, no one reads or uses print products anymore and therefore, there is simply no point in using it as a marketing tool. The notion that print is dead is simply not true. In fact, research suggests that in the U.S., more individuals trust print and television ads versus online pop-up ads. Research also showed that 91% of adults still read magazines and 96% of that number are individuals under the age of 25.

• Print Campaigns are Difficult to Track – Another common myth that deters businesses from using print advertising is the belief that it is very difficult to track as compared to online campaigns. However, the use of QR codes, which have successfully been implemented in print ads for years makes it very easy to track the sales of print advertisements. Every time an individual scans the code, the system tracks it and thus allows marketers to know how effective the ad has been.

• It’s Either Print or Digital – Another major misconception that many businesses make is believing that it must be a choice between print and digital as if the two cannot coexist. However, the truth is that businesses are at a greater advantage combining print and digital strategies into their marketing mix, as opposed to viewing the two as opposing forces. As we covered in a previous article, mixing traditional advertising methods such as print with digital strategies help businesses achieve a more holistic approach that yields greater reach and by that token greater brand awareness. 

• Print Advertising is Costly – Many believe that print advertising is costlier than online advertising, owing to publishing costs. In some ways, this true, as most online advertising offers the option of cost per click (CPC), i.e. paying only when individual clicks on your banner or search engine ad. However, it’s all relative. Print advertising often includes a one-time cost to create and publish an ad and that’s it. Online advertising however often includes ongoing costs, particularly as it relates to keyword bidding. Also, many times, based on the tracking of an ad’s performance, various elements will be changed or added and these can create additional costs. So when it’s all said and done, both marketing strategies have their own pros and cons in relation to cost.

• Print Advertising Hurts the Environment – With the growing concern about global warming and its effects on the environment, much has been made in recent years of businesses choosing to go paperless. The ever-growing trend is for most individuals to opt-out of receiving their bills via regular mail and instead, to receive them via email, as well as have the option to pay online. Because of this, another significant deterrent against print advertising is that the continued use of paper is a detriment to the environment. However, many businesses in the print industry are just as conscious of the growing concern about the environment and as such have taken steps to be greener in their business practices. This includes using recyclable waste products in the production of most printed materials.

And there you have it. Five common myths dispelled about print advertising. Get your next print campaign started with an advertisement in the Yellow Pages. Contact us today for more details.