You hear the whispers — you know , that newspapers are shutting down across the world and no one even knows what a book is anymore . We blame millennials of course . They killed Applebee ’ s , golf and department stores , why not blame the death of traditional media on them too ? If video killed the radio star , then , surely , the internet has killed them all , am I right ?
Wrong . While social media and digital marketing are growing at an astronomical rate , that doesn ’ t mean traditional forms of marketing no longer work . Actually , research shows they ’ re still completely necessary for any successful campaign .
“ While millenials may be spending an unprecidented amount of time on their devices , they ’ re doing so while simultaneously using other channels . if you truly want to make an impact , you need to be reaching audiences everywhere they are , not just online ”
In February 2017 , the Advertising Research Foundation ( ARF ) shared interesting information from the largest , most comprehensive ROI and media impact study ever conducted : abandoning legacy media channels causes sales to drop . Brands shouldn ’ t pull their ad spending from magazine , television , radio or direct mail , just because they think the internet is where everyone is hanging out .
Digital media is just one way people access information , content and entertainment . While millennials may be spending an unprecedented amount of time of their devices , they ’ re doing so while simultaneously using other channels — i . e . posting on Instagram while watching TV , looking at mobile product videos while in store , reading print publications then going online to access expanded content . If you truly want to make an impact , you need to be reaching audiences everywhere they are , not just online .
trust in traditional Media Clearly traditional media is back on everyone ’ s radar , but why ? Data suggests that traditional advertising — aka magazine , television , radio and direct mail — retains a high level of consumer trust . In today ’ s media landscape of fake news , privacy questions , hacking and cyber attacks , it ’ s no wonder customers are clinging to these more tangible outlets .
A 2017 survey from the CMO Council revealed that almost two-thirds ( 63 percent ) of consumers would respond more positively to a social media ad if it appeared on a more traditional advertising channel . Additionally , print sources create a tone of credibility with readers as they have picked out the magazine or newspaper themselves , so they trust the content . A 2017 survey conducted by MarketingSherpa revealed 82 percent of participants trusted printed advertisements in newspapers and magazines the most when making a purchase decision .
reach of traditional Media Traditional mass media , such as billboards , magazine ads , television and radio , allows you to reach a large population across many different demographics . You can use the brand exposure gained by traditional media to keep your company top of mind to customers and direct them to more leadgenerating avenues , like your website or social media accounts .
Also , traditional media — especially print media such as magazine advertisements — tend to have a longer shelf life than digital media . Once an ad is printed in a magazine , it is there for good . As consumers hold onto a magazine for an extended period , an advertisement continues working each time they pick up the issue .
Where should your Company Be ? 1 . MagaziNes Print advertising is excellent for extended marketing and brand awareness campaigns . Magazines are created to target niche audiences depending upon the topic or theme . This means advertisements are relevant to the content of the magazine . This guarantees your advertisements will be in front of a target audience that cares about products or services like yours , since the reader considers the magazine ’ s content important .
You want your magazine ad to be bold and visually stunning , so it jumps out at the reader from the page . Magazine advertisements also tend to be high-quality , giving your brand a great outlet to show off . Effective print ads tend to appeal to a need or problem of the reader over simply highlighting benefits .
August 2018 ■ PULSE 49