Print Advertising

Print Advertising 

With the rise of digital advertising, you may be wondering if print advertising is still worth it. The truth is, print advertising is very much still alive and kicking – especially when it’s well- integrated with your digital marketing channels. But when should you use different types of print advertising and what can you do to maximise the effectiveness of your ads?

In this guide, we’re going to discuss the ins and outs of print ads to help you understand:

• What is print advertising?
• When to use use it over other advertising channels
• Effective print ad techniques
• Average print advertising costs 
• How to create print ads 

Are print ads still effective today?

Print advertising statistics show that it’s still a highly effective advertising strategy that provides you with an opportunity to reach and engage both new and existing audiences:

• 82% of consumers said they trust print ads more than other mediums (MarketingSherpa).
• Direct mail marketing has a 37% higher response rate than email (Direct Marketing Association).
• Print ads elicit a stronger, more positive response from readers compared to digital ads - particularly in relation to value and desire (Temple University).

What is print advertising?

Print advertising is one of the oldest advertising tricks in the book. It utilises print media such as newspapers, magazines and posters to reach and engage a target audience and promote your business. Print ad formats today extend much further than traditional newspaper ads. As with all advertising, print ads are constantly evolving to keep up with digital transformation, trends and changing consumer behaviours. 

What are the different types of print ads?

There are many different types of print ads to suit all business types, objectives and budgets including:

• Newspapers: Newspapers are one of the most popular print ads due to the reach they have in a specific location. There are so many different newspapers either for niche communities or local, regional and national audiences. You can also place an ad within a specific section, e.g. the food, lifestyle, business or wellness section.
• Magazines:Magazine ads give you a chance to target an engaged audience in niche markets - from motorsports and knitting to home cooking and fitness.
• Direct mail: Direct mail involves sending personalised content or promotional materials such as coupons, offers or samples to your customers’ home or business address.
• Advertorials:Advertorials are a blend of an advert and quality editorial content. They are written in a journalistic style and align closely with the rest of the content, which can attract a reader more than a standard print ad.
• Brochures and pamphlets:This type of ad allows you to promote your business, products and services and provide prospects with your contact information.

What are the pros and cons of print advertising?

Check out some of the pros and cons of print advertising:

What is the average cost of print advertising?

Print advertising costs range from hundreds to thousands of dollars. It’s tricky to say how to give a ballpark figure as there are a number of factors that affect pricing including:

• Type and size of the publication
• Size of the ad
• Ad placement (e.g. inside cover ads are more expensive than mid-placement ads)
• Frequency of the ad
• Colour and design options

To get an idea of costs you will need to choose a type of media (e.g. a newspaper or magazine) and collect quotes from different publications.

What are some effective print advertising techniques?

Below are some tips and best practices when creating a print ad:

• Identify your target reader and align your copy to suit:Language is one of the most powerful ways to connect with and engage your audience. Different tones of language and messaging speak louder to certain audiences than others. For example, the way you write for a teenage audience will look quite different to retirees.
• Craft an attention-grabbing headline:The headline is the copy your readers will see first. Use an engaging headline that compels people to read more.
• Choose imagery that speaks volumes: A picture can paint a thousand words so choose imagery that compliments or emphasises your written copy. It's also a chance to hook readers visually and intrigue them to read on.
• Use a clear call-to-action (CTA): Your audience should know exactly what you want them to do after reading the ad. Do you want them to visit your website? Do you want them to register for an event? Make sure it's as clear as day.

What are some tips for integrating print and digital advertising?

There are many ways to integrate your digital and print media for well-rounded and effective marketing campaigns. For example:

• Use QR codes:Direct readers to your website or landing page to find more information, share their information or purchase your goods/services.
• Create custom landing pages:The call-to-action (CTRs) used in your print ads should be clear, concise and powerful. They should also link up to a landing page that provides further information or encourages them to take the desired action.
• Combine direct mail and social media/email:When sending direct mail campaigns, use social media and email to update customers, reinforce messages or CTAs and follow up. This demonstrates consistency and coherence. 

How do I create a print ad?

In order to create effective print ads, you need to:

• Set an objective for your ad: What do you want to achieve with your ad, e.g. do you want to advertise a new product or service or build brand awareness? Also think about your target audience demographics.
• Determine a print advertising budget:How much can you afford to spend on print ads? Some publications are more expensive than others.
• Choose your publication: Research different publications that align with your objective, target audience and budget.
• Plan in advance:What is the deadline for submitting your ad? You may need to organise graphic designers and copywriters.
• Consider working with an advertising agency: Advertising agencies are experts in creating effective and engaging ads that convert. They know the types of publications that would best suit your type of ad.

For many businesses, hiring an advertising agency is the best way to get a decent return on investment. Although you may know your business like the back of your hand, you might not be clued up on how to write engaging ad copy and create striking graphics. Agencies know what makes a great print ad and can also negotiate rates when approaching publications. Learn more about print advertising agencies, the services they offer and how they can help you get the most out of your print campaigns.