Marketers shouldn’t dismiss print media, even for younger audiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 07, 2019, 4:51 PM GMT+0

This comment piece outlines some strengths of, and misconceptions about, advertising in print.

It reports MarketingProfs research that consumers trust print ads 34% more than search engine ads when making purchase decisions and a large majority of 18 to 23-year-olds find reading printed content easier than digital.

And, counter to many expectations, younger generations consume a similar amount of print media to older readers, at least as far as magazines are concerned. MNI found that while Baby Boomers read an average of 9.2 magazines per month, Gen X and Millennials read 9.1 and 8.9 respectively.

Overall, it argues that using print content can help brands stand out compared with the saturated digital media environment. It is also a more trusted medium and is likely to see better ROIs as readers are exposed to each ad for longer and on more occasions than online ads.

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[5 minute read]