How to Utilize Traditional Print Media to Improve Your Brand
A Breakdown of Traditional Print Media Opportunities, along with when and where to use them.
The rumors of traditional print media and its impending death may have been over exaggerated in recent years. And while readership of traditional print may be down, the advent of online publications has been on the rise. These opportunities have given new life to newspapers all over the country, but they aren’t for everyone. The key, as always, is to ensure your audience is there in the first place.
Not too long ago, if you wanted your message to be seen and heard you had to buy space in the daily newspaper. But in a relatively short amount of time, and with so many new ways to communicate with your audience, this is no longer the case. Today, online newspaper components, magazines and trade publications offer a more modern and relevant alternative for your brand.
Newspapers (Print and Online)
The first thing to realize about traditional print advertising is that your audience may not be there. It’s important to know who you are trying to reach and what their habits are. 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, or whatever channel your audience may be tuned into.
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.
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. 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.
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.
The Art of the Ad
Once you make the decision to invest in any type of print advertising, there’s the actual ad to consider.
- Brand Consistency: After crafting your ad, make sure it is consistent with your brand standards, and your brand voice. Your brand is likely to have a presence on social media channels, the web, and on radio and TV – so, make sure people reading know it’s your company right away.
- Basic Components: To begin with, the ad itself should have a strong headline, good solid visuals and informative body-copy that tells your story. Your contact information should be prominent in the footer. The classic ad is simple, clean and informative, and when executed properly, will meet the needs of multiple personality types.
In today’s world of new media opportunities, print advertising is easy to overlook. Just like anything though, 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.
RUSSO is a strategic branding agency that uses consumer insight to change the conversation; forming emotional connections with your target audience. To learn more, click HERE to subscribe to our podcast.