The creation of the Internet has revolutionized the way we think about advertising and the spread of information. Anything you might need to know is now available in mere seconds at the push of a button. Long gone are the days of countless hours of research at the library or browsing through the daily papers to find the perfect apartment or car. It seems that digital media has become so versatile that there’s hardly any more use for print…right?
Wrong.
Now, no one loves the Internet more than I. I probably spend about 75% of my waking life on the computer. I listen to my music online. I watch all of my television on Netflix. I even download books from the Internet onto my Nook. Digital media does have its advantages and I’m not trying to discredit it by any means, but I do think that print media does have the upper hand in a few important ways that you should consider when deciding which medium to use.
- Online ads have more competition. Most websites average four ads per page view, putting ads per view at a four to one ratio. The ratio for print is much smaller: A magazine, for instance, may have 30 ads in 50 pages, putting ads per view at a .6 to one ratio.
- Studies show that 80% of people have never clicked on a banner ad. That’s right. Only 20% of the population will even click your ad when they see it online.Think about it: how many times have you picked up a brochure or browsed through a magazine while waiting in line at a store? Probably a lot more times than you’ve clicked an online ad, I bet.
- Print publications have a more predictable and loyal readership. Things like magazines and brochures can stay in circulation over a longer period of time, and newspapers are a good place to advertise if you’re searching especially for local customers. A lot of people may view your website, but if your business is in Texas and your viewer is in Ohio it won’t do you much good. Print media can make targeting a specific audience over a longer period of time much easier.
- Kinesthetic learners need attention, too! It doesn’t matter how many TV shows I watch online. When it comes time for me to buy, I always opt for a physical copy. Even though I own a Nook, I never took an eBook to class– trying to find the right page on a screen was too hard for me and I couldn’t keep up. Flipping through pages was easier for me, and I always took my notes by hand. There is something very satisfying to me about the physical interaction with a product that you can’t get online. Tactile learners experience the world through touch and movement. (And no, clicking a button doesn’t count.) Print media can create a lasting impression on an audience that would otherwise be ignored.
The Internet isn’t just a wonderful tool. In this day and age it’s a necessity when it comes to advertising for your company, organization, or business, but it isn’t the only one. Print media still has its benefits and should never be dismissed.
