With a huge number of people turning to the digital world, it is vital that businesses and companies keep on track. The majority of people now-a-days own a mobile phone or some type of tablet; with this in mind we now know that the easiest and quickest way to grab the public’s attention is through their mobile phone or tablet. Many companies advertise both online and in print, in order to gather a wider audience for their promotional mix. Online advertising recorded a 40% growth in 2014, this shows how digital advertising is on the increase, and this number is expected to grow to 42% this year.
Print advertising remains widely available, and highly valuable for all the organizations specially hospitals, healthcare organizations and practices of all types including manufacturers, physicians and surgeons, dentists and many others. The print market is coming under pressure from digital news and entertainment output, but nonetheless national newspapers and magazines still hold the loyalty of millions of readers and represent the whole range of opinions and lifestyles within a population. It is relatively easy for potential advertisers to establish the demographics of the target market and advertise to a mass market or focus their advertising on particular market segments.
Compared to television advertising, print advertising is relatively cheap. Local newspapers will appeal to regional businesses, while multinationals will look for the 'wow factor' that a national newspaper or magazine can offer. Magazines provide even greater value added with enhanced quality through glossy photographs and quality paper, appealing to high end and fashionable organizations.
Advantages of newspaper and magazine advertising
- Good coverage - national or local options
- Can be used to convey a significant amount of information.
- Relatively cost-effective.
- Some targeting possible by knowing the profile (socio-economic group etc.) of the readership of the newspaper or magazine.
- Readers have the opportunity to refer back to advertisements at a later date. Magazines, in particular, may be kept for long periods if they contain articles that readers wish to keep or refer to at a later stage.