Top Trends in Print Advertising

trends-print-advertisingHave 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

trends-print-advertising2While 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.

Images:

Emarketer

Sources:

MarketingCharts.com

Wan-IFRA.org

Blog.Realmatch.com

Emarketer.com

Traditional and Digital Media – a Successful Partnership

Shifts in technology and its use in advertising have led to many discussions on the use of both traditional media and digital media—what is more dominant, should you only use one, how do they affect your ad budget, etc. Just last year digital media surpassed traditional media in both ad spending and consumption in the US and digital is set to continue its steady growth globally in 2014. Although the two types of advertising are frequently pitted against one another in competition for dollars this doesn’t have to be the case. Traditional and digital media can work together in partnership to best reach businesses and consumers in target markets.

traditional and digital media Is Digital the New Traditional Media?

Traditional media was once king of ad spending. It has so recently been dethroned in favor of digital, but does that mean digital is the “new traditional media”? Not quite. It may be the primary thought for many ad buyers, but traditional media is not dead. Matter of fact, digital is better used in tandem with traditional platforms. Newspapers, television, and magazines are the media consumers find most trustworthy due to their more thorough vetting process for ad placement. Whereas, digital media has a far wider span and is expanding steadily. If used together they can make for a successful pairing.

The Marriage of Digital + Print

One way these ad types work best together is through “digital + print” packages. Shifting away from advertising in more traditional mediums, like newspapers and magazines, means losing those readers. While print publications may be waning in the US, some of the BRIC countries (Brazil, Russia, India, and China) are actually seeing growing numbers. Adding a digital + print package is a way to expand viewership without overextending ad budgets. For example, Brazil’s largest media group O Globo hosts Rio de Janeiro’s most influential newspaper as well as the country’s top daily news website. O Globo even has an iPad app. Particularly with the upcoming World Cup, the reach benefit gained by spending ad dollars on a digital + print package is why the partnership of digital and traditional media shouldn’t be ignored during this time of digital growth.

With this approach you can see that digital media is not in a race to overthrow traditional media from the advertising throne. These media types aren’t fighting to the death; they are working together peacefully to enhance viewership and the company’s overall reach. Dividing your ad budget across both traditional and digital media makes a strong partnership for this growing space of advertising opportunities.