subject: Using Print Ads To Reach Your Market [print this page] The average American spends a half-hour daily reading newspapers, magazines and journals, according to research. This is perhaps not surprising when you consider that the United States owns the largest number of print media outlets with the largest circulation total worldwide.
Clearly, the savvy business owner would do well to advertise in print media. Some people suggest that digital media is a more modern option. Still, ignoring print media in favor of strictly online advertisement ignores the large circulation and great popularity of print media in the U.S.
Why should you consider using print ads for your marketing needs? Several reasons.
When an advertisement is published in print media, it does more than simply persuade the readership to purchase a product or service. It provides the business owner with a means for forming a strong corporate image with the publication's readership. This aspect of print advertising is actually more essential than the more obvious goal of increasing customer base.
The effective ad works on an emotional basis. Consumers are encouraged to see the product or service offered as allowing them to achieve desired change or accomplishment. Advertising professionals use elements of layout, design, and positioning, together with ad content, to gain and hold audience interest and encourage this emotional response.
Advertisers are able to make readers feel as though they will be more cool, or will seem modern, if they patronize a given business. They may also provide incentives to the customer, to entice them to come to the business. Effectiveness of these efforts is enhanced by marketers' use of readership surveys, which provide detailed statistical analysis of readers of the publication.
By using print media for their marketing needs, a business owner can more efficiently target their ideal audience. Print media is targeted to a specific readership. To be able to target the likely consumer, all a business owner needs to do is to take out ad space in a print venue targeted to this same readership.
Using print advertisements for your marketing needs is smart business. Far from being obsolete, print media have a thriving readership. Advertising in print media taps this readership and urges potential customers in your targeted audience to buy your product.
