Print media is one of the oldest and basic forms of mass communication. It includes newspapers, magazines and other forms of printed journals. The credit for the invention of the art of printing press goes to the Chinese. They were the firsts to use movable types for the printing press.
The most important element of print media is that it’s tangible. It can be perceived by the sense of touch. The sensory experience of touching the pages of the advertainment improves the impact it has on readers . And since it has increased durability, it has higher frequency opportunity of viewing than digital advertisements. Since, newspapers and magazines pile up and create clutter, there is a better chance of reviewing them again before they are recycled or thrown away. Also, print media brings a feeling of legitimacy. Investing in material makes customers believe that marketers are serious about their business and that they will offer a worthwhile experience.
Print publications are able to increase reader loyalty because they are credible. There is a lot of effort behind publishing an article in a newspaper or a magazine than publishing something online because you have to get every word and image right before it gets published while in online ads we can always go back and to change and send it back out. Since, there is a pressure of accuracy and credibility on print media, readers are more likely to trust this platform. This also leads to trustworthiness and reader’s loyalty. Another reason of print media being more credible is that, there is no imminent danger to handling a brochure or putting a credit card in your pocket than it is to see a screen full of banner ads and pop ups that make us wary of clicking.
Print media is always more engaging than digital media. Connecting with information delivered through print media is easier because than the mind is less likely to wander and retain more. Also, its effectiveness can be enhanced with the designs, colors, textures and fonts to create allure, which in turn will also increase their attention span. While browsing through digital content people tend to lose the reader’s retention span.
Another important aspect of print media is that it encourages action. Online users tend to avoid ads at all costs. There are even applications designed to block ads on web pages. But in print media the reader is motivated to take some form of action after viewing the advertisement in a certain magazine or publications. For example, ads from a grocery store signals the reader to go and visit the showroom and the buy the product instantly rather then waiting for the time when they will actually need it. The idea that a product is available somewhere at low cost and it could go out of stock, encourages the customer to take action and buy it.
Print ads also guarantee flexibility. Marketers are in full control of exactly what section of the newspaper they want to place their advertisement based on the content the audience reads. Even more, marketers can buy their ad space in print media, so they don’t have to be on the mercy of an online algorithm that decides when their ads can be seen.
Both print and digital media have their own pros and cons. They both have a solid userbase. Considering the present trends, the consumers of Digital media are increasing at a rapid rate while the share of print media is slipping. But with increasing literacy rates, print is acquiring more users.
– By Priyanka Jaisingh