In today’s society, people are constantly using technology, whether they are browsing on Facebook, tweeting, posting photos on Instagram or simply just browsing the web. Many people rely on these social media platforms for the latest news and advertisements. With so many people using their computers or smart phones to stay in tune with what is going on around them, there have been many speculations that print advertising, including magazines, newspapers or brochures, are on a downward spiral. Although social media is a convenient and easy way to look up the news, here are five major reasons on why print advertising is not dead:
#1: Print is visual. Printed advertisements catch many people’s eyes on a daily basis. You could be out grocery shopping, at the mall or even on the street when you spot a magazine, flyer or sign that makes you stop and look at it. If an advertisement physically catches your eye, you will most likely look more in to whatever is being marketed. It is similar to window shopping- if you see a t-shirt that you like, you will probably walk in to the store to get a closer look. Being able to see the actual advertisement allows for people to grasp all of the fine details.
#2: Print is tangible. Not only is print visual, but it is also tangible. If someone physically hands you a brochure or a flyer, you will be able to hold on to it for reference. Being able to touch the printed advertisement allows convenience- you are able to go back to it whenever you need rather than having to look at it off of your cell phone or laptop.
#3: Print is used less, therefore is more valuable. It would be impossible to put a number on how many advertisements are constantly popping up on Twitter, Facebook, Instagram or any social media platform. Nowadays, people will simply ignore the advertisements on the side of their pages because they are so common and can be viewed as annoying. Advertisements that are printed are a lot more valuable because they are less common. Because there are less advertisements printed, the few that are are the ones that people will pay the most attention to. Additionally, print advertisements have more value. Everyone has heard someone tell them “Don’t believe everything you read online!” For the most part, news or advertisements that are printed are more reliable than an article that you come across on the web.
#4: Adults are brand loyal. Most adults who have been buying and reading newspapers and magazines for years tend to stick to what they know. They are so accustomed to spending money on their weekly newspaper or monthly magazine that it becomes apart of their routine. Because they are so used to physically reading the news and viewing advertisements, they often won’t feel the need to solely use technology.
#5: Print allows people to unplug. Being constantly connected to social media is often tiring. We live in a world where if you accidentally leave your cell phone at home you will turn around just to go back and get it. Most people find it too difficult or stressful to “go off of the grid” and turn their cell phone and computer off for even a couple hours. Although technology has been and will continue to be a huge part of most people’s lives, everyone needs a break from it sometimes. Physically reading a newspaper or magazine can be a lot more relaxing and allow for some much needed peace and quiet.
Although social media and technology will always be growing, it does not mean that print advertising is dead at all. Print advertisements are more traditional and therefore contain more value to the public. Regardless of all of the different mediums that can be used to receive news, there will always be an importance for printed marketing.