The Money’s in the Magazine: Why SMBs Need Print Marketing

Less Competition

This is probably the number one reason investing in magazine ads is a smart move.

Online, the advertising competition is fierce. You are looking at a four to one ratio because most web pages average four ads each.

In the world of print though, you might find 30 ads in 50 pages which puts your competition at a .6 to one ratio! Besides, studies show that 80% of the population has never clicked on a banner ad.

Tangible and Credible

There’s just something about holding a magazine in your hands that makes them seem more worthy of consideration. To the masses, it seems that serious businesses spend money to advertise on paper. This is probably because the internet makes advertising seem simplistic, think AdWords. It’s almost like anybody can do it, whereas getting an ad designed and printed seems far more complicated.

Any time your work is considered more challenging, you are instantly considered credible. Why would a fly-by-night-company spend time and money getting themselves into the hands of readers? Print ads definitely portray a company that’s here to stay and is serious about reaching the public.

Reaching the Target Audience

Advertising in magazines and local publications makes reaching potential customers a lot easier. Magazines tend to have loyal readers and can provide you a wonderful venue for niche markets. In addition, placing your ads in local publications, papers and magazines enables you to reach those most likely to utilize your skills. Print ads make a long-term, focused campaign considerably easier.

More Engaging

Given the focus on different learning styles in schools, it is important to note that tactile and kinesthetic learners garner far more information from pieces they hold in their hands. They won’t be bringing eBooks to class, and chances are, they’ll spend more time admiring your ad if they are touching it.

This is not to mention that people read their computer screens 20-30% slower than they do print pieces (Alshaali & Varshney, 2005). In addition, people will spend considerable time reading magazine articles while they’ll take only 15 seconds to skim a website. If it’s in their hands you’ve got their attention!

Branding and QR

Utilizing print media will enable you to establish a consistent font, color and other visual imagery necessary to imprint your business on the minds of potential clientele. People have a tendency to better recall ads that they’ve held in their hands. Physical touch is just as important for memory as a catchy jingle on the radio.

Don’t forget there can be links between your print presence and your online one. That’s the beauty of branding and then adding QR codes. Your customers will be enabled to take that image from print to web with a simple smartphone app. Advertising really doesn’t get much better than that!

Print isn’t Dead

Online marketing is essential, don’t read this wrong. However, it’s important to seek out every marketing avenue when attempting to reach potential customers. The digital age is certainly upon us but it hasn’t eradicated the import of hands-on, tangible print.

Since print’s not dead, it’s imperative that your marketing plans don’t treat it as though it were. Don’t put the print on the backburner, use it to direct potential customers to your website.

Have you found success with magazine advertisements or other forms of print marketing?

Author: Lindsey Dahlberg is a magazine specialist at Priority One Clearing Services. Priority One Clearing is a magazine subscription clearinghouse. Because of her work with various publishers, she has a firm understanding of the effectiveness of magazine ads.