Higher Frequency of Viewing
One of the best benefits of print media is that it has a higher frequency opportunity of viewing than online ads. Since the newspaper or magazine may sit on a table or rack at a business or home, repeated exposures are allowed. Flyers, brochures, and other physical pieces are often reviewed multiple times and shared with other prospects. Unlike digital messaging, print media does not disappear after generating an impression. It piles up, creates clutter, and is thereby reviewed once more, even before recycling or discarding. Because of this long shelf life, you can benefit from having your ad seen by more people, more often.
Credibility Increases Reader Loyalty
Print publications are better able to increase reader loyalty because they are credible. Many people subscribe to magazines and newspapers because they understand and believe that the information provided to them is credible and accurate. Publishing an article in print takes a lot more effort than publishing something online
Holds Readers’ Attention
If you’ve ever tried to read a lengthy article online, you’ll understand how much the digital age has nearly killed the human attention span. People surf the Internet with multiple tabs open, while texting their friends, and half-listening to the television in the background. With all this constant stimulation, it’s almost impossible to focus on a single thing for very long. That’s why print media is the better option for your advertising. Print readers cannot multitask while they are reading your magazine or newspaper. This means they can focus on what they see and be more receptive to the ads within the publication. This benefit of newspaper advertising is one of the reasons why so many big brands still post ads in print.
Some people simply enjoy the act of flipping through magazine pages, creating “dog ears” on the pages they want to turn back to, and carrying the information everywhere they go. When people wait at a doctor’s office, it’s second nature to pick up the magazine or newspaper on the front table and start reading. When people take a flight on an airplane, they often bring reading material to enjoy as they relax and try to get their mind off how high up they are. This sensory experience of touching the page of the ad is on improves the impact it has on consumers.
Unlike Internet ads, your print ad will be around long after the online ads have disappeared. Magazines and other print publications may be on display in the waiting rooms of doctors’ offices and other venues for months. Other digital media, such as email campaigns, may get lost in your prospects’ inbox and deleted before they even read it.
High Retention Rates
When people read offline, they tend to have longer attention spans