The internet has undoubtedly changed the world of advertising. So much so that some believe that focusing all marketing dollars on social media only is the best solution, but there is strong evidence that print maintains a stance as a powerful medium for advertising. The question shouldn’t be whether or not print is dead, but rather why it has taken marketers so long to work out how to leverage the unique qualities of each together in a cohesive campaign?
If you want to see your advertising campaign deliver incredible results, harness the power of print and social media to inspire engagement. Your customer lives in multiple contexts, at home, at work or on the go and so should your marketing message. We’ve seen at first-hand the impact of readers interacting with our magazines. Take a look at the effect a quarter page ad is having in delivering an incredible level of engagement for Hemispheres Magazine, proving that we not only have our audiences’ attention, but they’re engaged too.
So is print really dead?
According to some – Yes! The Onion wrote a satirical obituary for print in 2013. But, reports show that 234 magazines launched in 2014 – up 21 percent from the 185 launched a year earlier. And yes, digital has certainly changed the game, but online brands have also made a jump from the internet to print publication. Following in the footsteps of CNET, Airbnb launched Pineapple, its quarterly magazine in 2014. The fact that major brands are investing in print doesn’t mean they favour print over digital, but shows that they recognize that their customers live in multiple contexts. According to Global Passenger Survey results, 21% of readers visit the website of a brand advertised in the inflight magazine.
Print and Social Media: Compatible
Print and digital don’t have to be bitter enemies. Harness the power of #Hashtags to drive business value, and watch as the results come to life. You don’t have to go far to see this is action (Just look at our own #Hemigram campaign, video below). There’s nothing hotter right now than user generated content. According to Ispos MediaCT research, consumers trust user generated content more than most forms of media. In light of this trend, there’s never been a better time to start using user-generated content to engage and build trust with your customers.
Print isn’t dead, and won’t be anytime soon. Take advantage of both promotional arenas to achieve maximum effectiveness for your business. It’s about putting your message in front of the right people, at the right time, in the right way. Head to our website to find out how our travel media solutions can help you reach your customers.
18th October 2019