of customers find print to be the most trustworthy type of marketing
of customers visit a brand’s website after receiving direct-mail marketing
Statistics show that print readers spend almost half an hour with a magazine — while online readers spend less than two minutes on a given website.
We love print because it works
Print isn’t Distracting
On the contrary, print media is calm, thoughtful and aesthetically pleasing—all things that help a reader stay focused. In fact, market research says that a consumer reading a story in a magazine or newspaper is more focused on content than when watching a YouTube video or clicking through a website; reader focus fades even when reading a digital magazine. Other studies show that more than 90% of U.S. adults read print magazines.
Print is Memorable
If you invest in a print marketing campaign or become a magazine publisher (like we have), you have the freedom to design an entire program or publication to suit your brand. You can ensure that it will engage your readers’ senses by being well-written and well-designed. You can offer your readers a brand experience. Done right, a printed piece has the potential to end up on a coffee table and returning to for future reference. In other words, print hangs around, repeating its message.
This is especially helpful because customers often have nostalgic feelings toward print media, making it more likely to stick in the emotional part of their brain where it can be easily recalled when it’s time to make a purchase.
Print is Trending
Digital advertising has been around long enough to make print seem retro. And now that we’ve all acquired the many devices needed to keep us glued to the digital world 24/7, we’re busy trying to figure out how to disengage from that very same world. As it turns out, print (think books, newspapers and magazines) is a great way to do that. We think that’s kinda funny, but it’s true. It’s also true that we’re a little sentimental about print because that’s where we got our start.
It’s likely print has a place in your marketing lineup, working in tandem with your website and social media strategy. When all these elements play well together, each one performing to its best ability, you’ve got the perfect team working for you.
Of course, digital marketing will continue to dominate the marketplace, which will make print an even more noticeable option. And thanks to short-run digital printing, you can create a niche publication without the investment of a huge print run. Print what you need and use the valuable content you have created in your other marketing channels.
Print Creates an Object
There’s just something human and substantial about print. A well-designed piece of print marketing not only looks good, it feels good, too. Print is physical, an object to be admired. Paper can be sleek and glossy or warm and cozy—even hygge-ish if you know what we mean.
Older adults love print because it’s familiar—really, they never abandoned it. Young adults love print because it’s “new”. Sales teams can leave printed materials with clients and prospects. Companies can use print collateral as memorable tools at conferences and trade shows.