Why Marketers Can’t Count Out Print in 2018

Media pundits like to claim that the magazine industry is failing and that print is an antiquated medium. True or not, the “print is dead” drumbeat inevitably taints the perception media buyers have of print as a viable marketing mechanism. Linda Thomas Brooks, president and CEO of the Association of Magazine Media (MPA), argues that this tired rhetoric glosses over the reality, which is that print is one of the most effective ways to deeply engage consumers, build brand awareness, and sell products. During a presentation at DigiPub: Harnessing the Power of Data-Driven Print in November, Brooks shared third-party research on printed magazines, which reveal an alternative narrative. “We learned that magazine media works because it builds brand and sells product at the same time,” said Brooks.

Marketers are beginning to reawaken to the value of print as well. The digital revolution made it easier than ever for brands to market directly to consumers, so in the past several years ad spend has gone toward direct marketing tactics, said Brooks. That strategy has hurt brand awareness because many advertisers have focused solely on converting consumers at the point of purchase rather than reaching and engaging new prospects early in the purchase cycle. Brands are beginning to realize that this approach is not sustainable. In addition, brands have encountered new challenges online, such as ad fraud and ads appearing on disreputable sites, which muddle the real value of their online display ads. With brands reevaluating their marketing spend, it’s the perfect time for magazine publishers to make the case that print is an important channel in the marketing arsenal and demonstrate how they can help marketers build brand awareness and sell product.

Below are four key takeaways from Brooks’ presentation. Much of the research referenced can be found on the MPA’s Research & Tools page and could be useful for publishers as they hone their pitches on print.
more at:  http://www.pubexec.com/article/marketers-cant-count-print-2018/

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