Naysayers have been sharing the overused and untrue expression \u201cprint is dead\u201d since the emergence of e-commerce and the digital age in the 21st century.<\/p>\r\n\r\n\r\n\r\n
More than two decades into the dawn of digital advertising, print is very much alive. In fact, consumers are proving the narrative to be a myth as studies continually find print is more memorable and people prefer their marketing in tangible form.<\/p>\r\n\r\n\r\n\r\n
2020 was a disruptive year for many industries due to the pandemic, but companies remain dedicated to saving space for print advertising in their budgets because they know it\u2019s effective.<\/p>\r\n\r\n\r\n\r\n
The global print media market is expected to grow from $287.87 billion in 2020 to $313.28 billion in 2021 for a compound annual growth rate of 8.8 percent, according to findings from the report, \u201cPrint Media Global Market Report 2021: COVID-19 Impact and Recovery to 2030<\/a>.\u201d<\/p>\r\n\r\n\r\n\r\n A recent survey<\/a> of 1,200 consumers asked, \u201cIn general, which type of advertising channels do you trust more when you want to make a purchase decision?\u201d Consumers then sorted the options into \u201cAds I Trust,\u201d and \u201cAds I don\u2019t Trust.\u201d<\/p>\r\n\r\n\r\n\r\n Print ads, such as those found in newspapers and magazines, were the number one most trusted advertising channel, with 82 percent responding in favor of print advertisements. Ads and catalogs received via direct mail ranked third on the list, with 76 percent of respondents trusting that advertising channel.<\/p>\r\n\r\n\r\n\r\n Online pop-up ads, ads in podcasts, mobile phone ads, online banner ads, social media ads, and sponsored blog posts were the five least-trusted channels.<\/p>\r\n\r\n\r\n\r\n Data shows consumers are more likely to open direct mail over emails. They are also more inclined to take action following a printed advertisement than they are to react to digital marketing.<\/p>\r\n\r\n\r\n\r\n A whopping 80 to 90 percent<\/a> of direct mail gets opened, compared to email marketing\u2019s 20-30 percent open rate.<\/p>\r\n\r\n\r\n\r\n Despite the common misconception that younger generations prefer digital over print media, a recent survey of millennials<\/a> found direct mail is more effective at getting them to take action than emails. When asked \u201cWhich is more effective at getting you to take action?\u201d, 30 percent of millennials said direct mail, compared to just 24 percent who said email is the effective medium.<\/p>\r\n\r\n\r\n\r\n Studies have found cognitive recall of a brand is better with printed material than digital material.<\/p>\r\n\r\n\r\n\r\n A study by neuromarketing firm TrueImpact for the Canada Post compared the brain\u2019s response to direct mail pieces with digital media such as emails and displayed ads. Researchers found direct mail requires 21 percent less cognitive effort to process than digital media, making it both easier to understand and more memorable.<\/p>\r\n\r\n\r\n\r\n Participants in the study were asked to cite the brand of an advertisement they had just seen. Recall of the direct mail pieces was 70 percent higher than digital ads.<\/p>\r\n\r\n\r\n\r\n Digital media expires. Whether it\u2019s skimmed over or ignored in someone\u2019s inbox or the clock runs out on a paid pop-up advertisement, the lifespan is limited. Print media can live on an office table for months. It can sit on someone\u2019s refrigerator for weeks. It can be handed over to neighbors or peers. It has a sense of permanence in our lives that digital media lacks.<\/p>\r\n\r\n\r\n\r\n Studies have proven the lifespan of a material ad is longer than a digital one. A study found the shelf-life of direct mail<\/a> is 17 days, compared to an email\u2019s average shelf life of two seconds.<\/p>\r\n\r\n\r\n\r\n Businesses have to entice a consumer to subscribe or provide their email address in order to send them emails. At any moment, a customer can decide to unsubscribe from the solicitation. The same is not true for direct mail marketing. There\u2019s no limitation for sending mail to a person\u2019s home, and physical addresses are public information.<\/p>\r\n\r\n\r\n\r\n There\u2019s always a chance an email advertisement will be filtered to junk mail, spam, or a promotional folder, and a consumer won\u2019t ever see the advertisement. There\u2019s no separate mailbox for printed marketing material.<\/p>\r\n\r\n\r\n\r\n A growing number of people are so annoyed with pop-ups and ads, they are blocking them. A recent report<\/a> found 45 percent of respondents use an adblocker to avoid digital marketing.<\/p>\r\n\r\n\r\n\r\n Consumers don\u2019t feel the same about print materials. 59 percent<\/a> of respondents in a study agreed with the statement, \u201cI enjoy getting postal mail from brands about new products.\u201d<\/p>\r\n\r\n\r\n\r\n While there remains clear value in print media, the above information does not necessarily mean advertisers should abandon their digital strategy altogether.<\/p>\r\n\r\n\r\n\r\nConsumers Trust Print the Most<\/h3>\r\n\r\n\r\n\r\n
Consumers are More Engaged with Printed Material<\/h3>\r\n\r\n\r\n\r\n
Print Advertising is More Memorable<\/h3>\r\n\r\n\r\n\r\n
Print Media has a Longer Lifespan than Digital Media<\/h3>\r\n\r\n\r\n\r\n
There\u2019s No Opt-in or Opt-Out Button for Print Advertising<\/h3>\r\n\r\n\r\n\r\n
Direct Mail Can\u2019t be Blocked or Filtered as Spam<\/h3>\r\n\r\n\r\n\r\n
Find the Right Combination for Your Marketing Campaign<\/h3>\r\n\r\n\r\n\r\n