Value of Print Media
1. GETTING ATTENTION
Have you noticed how many fewer magazines and print newsletters you are getting in the mail these days? I don’t know about you, but I definitely pay more attention to my print mail. There’s just less mail, so more attention is paid to each piece. Opportunity? Less traditional publishers are printing magazines today, which leaves opportunities for content marketers.
2. FOCUS ON CUSTOMER RETENTION
In a research study conducted by Junta42 and MarketingProfs, customer retention was the most important goal for marketers when it came to content marketing outside of basic brand awareness. Historically, the reason why custom print magazines and newsletters were developed by brands was for customer retention purposes. We have a winner!
3. WHAT’S OLD IS NEW AGAIN
Social media, online content and iPad applications are all part of the marketing mix today. Still, what excites marketers and media buyers is what IS NOT being done. They want to do something different…something new. It’s hard to believe, but I’ve heard many marketers talk about leveraging print as something new in their marketing mix. Unbelievable.
4. PRINT STILL EXCITES PEOPLE
I talked to a journalist recently who said it’s harder and harder to get people to agree to an interview for an online story. But mention that it will be a printed feature and executives rearrange their schedule. The printed word is still perceived as more credible to many people than anything on the web. It goes to the old adage, “If someone invested enough to print and mail it, it must be important.”
More and more people are actively choosing to unplug, or disconnect themselves from digital media. I’m doing this more myself. I’m finding myself turning off my phone and email more to engage with printed material. A year ago I didn’t see this coming. Today, I relish the opportunities when I can’t be reached for comment.