Newspapers are a long-standing form of advertising, once an advertising monument invested by many brands in its heyday. Digital technology along with the development of the Internet has gradually defeated that position of the paper newspaper. However, the digital advertising market is also facing fierce competition, how to reach a wide range of users and to stand out is also becoming a big challenge for marketers.

A new advertising strategy is needed to better suit the current situation, let's find the answer with SanMedia in the post below.

Why is newspaper advertising still effective today?

In recent times major brands such as General Electric (GE), Equinox and Take 5 Oil have run print ad campaigns in the hope of creating social media buzz in a technical environment. competitive numbers today. In particular, General Electric "spends heavily" to buy 22 pages of advertising in The New York Times.

GE in the New York Times

The United States is currently the country with the largest number of printed media agencies in the world and the highest volume of print press distribution (Howtoinvesttoday). Therefore, print advertising is still an important marketing strategy in this country.

Some other studies also show that 70% of households with incomes above $100,000 own a print newspaper reader (Mansi Media, n.d.); 95% of people under 25 years old read magazines (Top Media Advertising); 82% of consumers say they trust print ads most when making purchasing decisions (Burstein, 2017). In particular, print readers typically spend an average of 20 minutes perusing publications, while a typical visitor to a digital news website stays for less than five minutes.

It can be seen that the print press is still an effective advertising method because readers still consider it a reliable source of information, especially for familiar publications.

>> See also: 7 advertising trends in 2023 not to be missed

Advantages of print ads

Advantages of printing press

There is no denying the great benefits that come from digital media, but printed newspapers still possess advantages that are decisive to the effectiveness of advertising campaigns:

• Print ads have the ability to provide more complete information, as opposed to brief messages on television, social networks or other digital platforms.
• Readers will focus and digest the information in the newspaper more carefully because they read it actively, as opposed to receiving passive advertising from digital platforms, when they just want to turn off the ads quickly. .
• Businesses and marketers can target the right audience for advertising through print. Since many older readers still have the habit of reading daily newspapers, young people prefer to look at magazines with their favorite topics such as fashion, technology, travel, etc.

In addition, according to survey data conducted by MarketingProfs in 2020 shows: 92% of young people from 18 to 23 years old think that it is easier to receive information from newspapers than online; 77% of consumers agree that newspapers increase retention levels. In particular, consumers find newspaper ads to be 34% more trustworthy than digital platforms.

Improve the effectiveness of advertising 2023

In the context of the economic downturn, the digital advertising market is subject to fierce competition, marketers are taking advantage and improving traditional forms of advertising to reach users and to become famous. more on.
One of the outstanding innovations of printed newspapers is the QR code. Specifically, readers can see the printed QR code attached to the advertising information in the newspaper, which can take the reader to the website or other online channels of the brand.

QR codes are a way to change the advertising experience in print

Many experts agree that reach is greater when ads can appear in both print and digital. Top Media Advertising statistics also show that combining print and digital advertising will bring up to 400% more effective for a campaign.

Although the economic downturn makes advertising spending budget tight, many experts say that the above combined media method is still worth considering because of the impact on brand memory of this form. especially for businesses that intend to implement a multi-channel marketing strategy for their advertising campaign.

From the above sharing, it shows that print advertising can be an effective marketing strategy for businesses to consider for 2023. Back to the question of how to reach a wide range of customers and to become a Should stand out, combining print advertising with digital media is a solution that businesses can apply to improve the effectiveness of their advertising campaigns.