Have you grown fearful of advertising in newspapers and magazines due to the rumors you’ve heard lately? Though it is widely understood that digital advertising is the future of the marketing world, print advertising has not taken its last breath. After all, 93% of all newspaper revenue still comes from print ads.
According to Forbes Magazine, the ability to combine both digital and print advertising to appeal to a younger audience is becoming extremely effective. Utilizing integrated marketing tactics is what will see print into the next decade and beyond.
Below, we will discuss top trends to look out for in both newspaper and magazine advertising:
Fall in the East, Rise in the West
Newspaper numbers have steadily dropped over the last five years in North America and Europe, with a combined 30.1% decrease in print circulation and a combined 51.3% decrease in print ad revenues. This mirrors most research of industry specialists who state that print is lacking in recent years.
Despite this, the West is doing particularly well across the board. In the Middle East, Africa and the Asia-Pacific Region, print circulation has steadily increased. Print circulation rose by 32.7% in the past five years in the Asia-Pacific region specifically, which is largely due to the increase in India’s advertising capabilities and distribution.
Other Asia-Pacific countries that continue to see growth include:
- China
- Indonesia
- Pakistan
- Philippines
- Thailand
- And more
Latin America has also experienced steady growth in both print circulation and ad revenue, with a growth of 3% and 27.7% consecutively over the past five years.
Newspaper Coupon Preferences
While certain numbers may demonstrate the fall of newspapers in the United States, a study performed by CreditCards.com showed that 37.7% of female coupons users claimed newspapers as their primary source for discounts.
Adults between the ages of 18-34 rely heavily on coupons and discounts found within newspapers and their inserts. In fact, 18.9% of this demographic use newspapers regularly to find their coupons. This number jumps to 30.2% for 35-to-40-year-olds and to 53.2% for those 65 and older.
What’s Next?
While the numbers remain impressive for print advertising, marketing experts will agree that all directions point to digital and mobile soon surpassing print revenue and circulation. However, many newspapers and magazines can continue to generate revenue and interest in their product with an increased presence online and the development of mobile apps.
Multimedia, Inc. offers both print and digital advertising opportunities in 31 countries. With over 150 global media outlets to choose from, Multimedia helps to ensure exclusive access for your media placement.
For more information on how Multimedia, Inc. has helped with print and digital advertisements for a variety companies, contact us today.
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Sources:
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