New Print Advertising Offers Many Opportunities to Your Brand
Breakdown of Top 3 New Print Advertising and What Each Can Offer
Traditional newspaper advertising isn’t exactly dead, but it isn’t for every brand. There was a time, to be seen and heard you had to buy space in the daily newspaper– those days are gone.
However, new print advertising has more to offer than just old school newspapers. Online newspaper components, magazines and trade publications offer a more modern and relevant alternative for your brand.
The first thing to realize about newspaper advertising is that your audience may not be there. It’s important to know:
- Who you are trying to reach
- Their habits regarding print media
For Example: If you need to reach a hyper-local audience, that’s also bit older, then newspapers are a good bet. But if the people you are trying to reach are under 50, you’ll want to stick with that newspaper’s online components.
Another thing to keep in mind when buying newspaper ad-space is that your footprint matters. You want that audience to see your ad a few times and notice it. That may mean buying a large space multiple times.
2. Online Magazines
Much of the audience that used to head to the newsstand every day has moved online. The ones that probably come to mind are fashion mags like Vouge or Cosmopolitan, but new print advertising works best when it’s targeted.
Pro Tip: Your local magazines probably have an online or app component that may be worth checking out. Just make sure you know who is subscribing and if they are part of your target audience.
3. Trade Publications
Trade publications continue to be the bread and butter for business to business sales. If your brand is trying to sell to other businesses, trade publications are worth the price. Your audience is already interested and subscribing to the publication; they are investing energy trying to learn, connect, and grow.
Here are a few other things to consider when venturing into new print advertising. Once you make the decision to invest in any type of new print advertising, there’s the actual ad to consider.
- Brand Consistency: After crafting the new print ad, make sure it is consistent with your brand voice. Your brand is likely to have a presence on social media, web, radio, TV and even mailers. So, make sure people reading know it’s your company right away.
- Basic Components: The ad itself should have:
- a strong headline
- good solid visuals
- informative body-copy
- contact information
In today’s world of new media opportunities, new print advertising is easy to overlook. Just like anything, you have to make sure your audience is there, the content is solid and the message is on point with who you are. If those boxes are checked, print remains a powerful branding tool.