Digital media was once the wave of the future, and today that tsunami has crested, crashed and flooded the world. In other words, it is here to stay, as millions of people across the globe get their news, entertainment and other information through laptops, tablets, phones, etc., and prefer it that way.
But what about our old friend print media? For those who think print media washed away in the digital media flood, think again. Print media, despite having experienced a significant decline and for some outlets disappearing entirely, is still relevant and the preferred medium of many, particularly in America. In fact, the United States has the highest number of print media outlets in the world and the highest circulation of print media. Print media is also an effective way for business owners to build their image; therefore, print media is still an effective method for advertising and has its place in a business’ marketing plan.
There are many reasons for print media’s relevance. Old habits die hard, and for many non-Millennials who were weaned on print media, magazines and newspapers will always be a part of their lives. For these people, the printed word is sacred, and something they can save, and is deemed more credible than its online counterpart. However, it is important to keep in mind that the print media crisis hit U.S. newspapers much harder than magazines, which is good news for businesses who still advertise in magazines. People will always love glossy magazines, and they can keep them forever if they so desire (think of how old some of the magazines are at your doctor’s office, or in any office’s waiting room for that matter). Furthermore, glossy magazines and periodicals have a tendency to get passed around.
Magazines are tactile, and studies have proven that people better retain knowledge through physical interaction. Furthermore, businesses can better target and position their ads via print. A perfect example of this is a business that markets vacations, such as those to tropical islands or beach resorts. Glossy pictures of turquoise waters and white sandy beaches pop better in magazines and brochures than they do online. As for the consumer who was enticed by a print media ad that sent you halfway around the world, once you reach one of these dream destinations, ask yourself what you would most prefer to relax with while lounging on the beach. A laptop or a magazine?