- On October 14, 2022
Is print promotional marketing extinct? Many individuals believe so, particularly today when we depend heavily on digital gadgets. As a result of the growing popularity of smartphones and similar technologies, advertisers and companies are leaning toward digital marketing using solutions such as online marketing tools.
Nevertheless, you should not wholly abandon printed advertising in your marketing strategies. It is because, according to digital vs. print ad data, print ads result in higher brand recognition. They are also considered more trustworthy by customers when it comes to purchasing decisions. Here, we will cover the significant print advertising statistics and show why print still matters in 2022.
Basic Print Advertising Stats
It’s simple to believe that print advertising has become outdated in the digital age. Companies are shifting their marketing digitally as more customers abandon conventional print materials like magazines and newspapers in favor of smartphones, tablets, and computers. Nevertheless, some figures below may persuade you that print advertisements are still relevant.
- 95% of individuals below the age of 25 read magazines. Plus, integrating printed and digital advertisements increases the effectiveness of online marketing efforts by 400% (Top Media Advertising).
- 82% of customers believe print advertisements more when buying (Burstein, 2017).
- Print consumers usually spend 20 minutes or over with their newspaper in hand, whereas an average viewer of an online media outlet stays for about 5 minutes. (Heitman)
- Print advertisements need 21% reduced intellectual effort to understand (R.C. Brayshaw, 2020).
Print vs. Digital Marketing Stats
Advertisers might readily embrace the trend and spend their budgets on online marketing. Nevertheless, a thorough look at these digital versus printed marketing statistics reveals that print commercials outperform digital marketing regarding brand awareness and reaction rate.
- Printing and direct mail advertising generate a 9% client reply rate compared to other digital advertising platforms, which yield 1% or less. And print advertising creates a 20% greater motivating reply when they engage with multiple senses other than touch (R.C. Brayshaw, 2020).
- Over 80% of customers respond to traditional print mail marketing, relative to 45% who respond to digital ads (Potochny, 2017).
- If you’re interested in brand promotion, Newsworks reports that print marketing promotes better amounts of brand awareness than digital (77% vs. 46%). Although online campaigns are less remembered than print advertising, they are more efficient at turning interested readers into decision-makers (64% versus 55% for print) (Newsworks, 2020).
- Direct-mail advertising has a 37% greater number of responses than email campaigns (Medina, 2019).
Advantages of Print Advertising Stats
There are several advantages to incorporating print advertisements into your marketing approach. For one reason, print material remains a more successful channel if you intend to develop brand loyalty and trust. It’s also a key motivator of website visitors, as over 30% of customers who see a print later go to the marketer’s website.
Furthermore, newspaper advertising might assist you in targeting a group of young adult readers. It might surprise some because many believe younger generations focus solely on embracing digital. According to reports, 58% of persons aged 18 to 34 read newspapers.
- Many indicators have grown among persons who observe print advertisements. For example, attentive interest in print advertisements increased twice since 2009/10, rising from 23% in 2009/10 to 49% throughout 2020. Advertising recollection for newspaper and magazine brands climbed by 67% from 2009/10 to 2019/2020, and interaction with print advertisements is currently 37% in 2020, up from 22% five years earlier (Newsworks, 2020).
- 81% of monthly newspaper customers typically consume paper copy, and 51% consume paper solely (Marketing Charts, 2017).
- 25% of printed newspaper consumers are below 35 years old (Perri, 2019).
- Customers who read print advertising are more likely to browse the marketer’s website—up 27% in 2020 against 12% in 2009—and buying intention has climbed to 22% in 2020 over 7% in 2009 (Newsworks, 2020).
Concerns of Print Advertising Stats
Print businesses worldwide are experiencing difficulties as advertising spending in newspapers and magazines continues to decline. Digitalization is reducing conventional print and lowering advertising income. With newspaper readership at a record-setting poor compared to a couple of decades earlier, it appears that the worst is yet to arrive for print publications.
- Advertising revenues in the printed marketing industry are expected to fall to $40 million in 2023 and $35 million in 2025. Also, newspaper ad revenue will fall from 30 million to $24 million, and magazine marketing expenditure will drop from $13 million to $10 million by 2025 (Statista).
- Earnings from print marketing are also falling. Its expected to fall from over $25 billion in 2012 to $5.5 billion in 2024 (Richter, 2019).
- Daily newspaper readership has declined from approximately 63.3 million in 1984 to under 28.5 million in 2018. Sunday issue distribution peaked at 62.6 million in 1993 and decreased to 30.8 million in 2018 (Feldman, 2019).
- The magazine sector in the United States is also experiencing problems. Periodical publishing companies’ estimated profit in the US has dropped significantly in the last decade, from $46 billion in 2007 to only over $23 billion in 2020 (Watson, 2022).
Returning to the issue stated at the start of this post, and after reviewing the print advertising data, we can confidently say that print marketing is not extinct. Although this sector’s advertising expenditure and income are predicted to continue to fall, the influence on customer brand recognition and purchase decisions is worth consideration, particularly if you intend to develop a comprehensive, multi-channel promotional strategy. Contact Print House to find out how you can combine print and digital advertising this month to enhance exposure and return on investment.