{"id":244141,"date":"2025-05-16T22:37:02","date_gmt":"2025-05-16T22:37:02","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/is-print-dead-what-makes-advertising-effective\/"},"modified":"2025-05-16T22:37:02","modified_gmt":"2025-05-16T22:37:02","slug":"is-print-dead-what-makes-advertising-effective","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=244141","title":{"rendered":"Is Print Dead? | What Makes Advertising Effective?"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>Paul has spent the last 3\u00a0hours searching for \u201csmall business advertising\u201d on Google. He\u2019s tried Facebook, Google AdWords, and even hosted a community event, but he\u2019s still in need of new customers. So, Paul texts his neighbor Quinn to see what advertising he\u2019s been doing since Quinn\u2019s pizza shop has been busy non-stop lately.\u00a0Quinn texts back, \u201cDirect mail and coupon advertising.\u201d\u00a0\u201cThere\u2019s no way!\u201d, says Paul. \u201cPrint is dead.\u00a0Nobody looks at that stuff!\u201d Six months later, Quinn\u2019s pizza shop is still busy and Paul is still searching for new sales.<\/p>\n<p>\u00a0<\/p>\n<p><em><strong>All advertising must deliver targeting, repetition, exposure, and profitability.\u00a0Skipping out on advertising because of what it\u2019s called, and not because of what it delivers, could cause you to miss out on new sales and an increase in profits.<\/strong><\/em><\/p>\n<p>\u00a0<\/p>\n<p>When people say print is dead, they mean one of two things:<\/p>\n<ol>\n<li>The paper manufacturing industry is dying.<\/li>\n<li>Print advertising isn\u2019t effective.<\/li>\n<\/ol>\n<p>\u00a0<\/p>\n<p>If you\u2019re in the first category, I hate to tell you, but that just isn\u2019t true. The United States alone produced a whopping <a href=\"https:\/\/www.statista.com\/statistics\/240598\/production-of-paper-and-cardboard-in-selected-countries\/\" target=\"_blank\" rel=\"noopener noreferrer follow\" data-wpel-link=\"external\">72 million metric tons<\/a> of paper and cardboard in 2015\u00a0and is only the second largest manufacturer in the world. The paper industry is alive and well.<\/p>\n<p>If you\u2019re in the second group and you think that print advertising isn\u2019t effective, let\u2019s dive deeper into why that may, or may not, be true.<\/p>\n<h2>What makes advertising effective?<\/h2>\n<h3>1. Targeting<\/h3>\n<p>Who is your ideal customer? Are they a certain age? Do they share a common interest? Or maybe they live in a specific area? Whatever your criteria are, your advertising should be delivered to these\u00a0people. If it isn\u2019t, your budget is wasted on consumers who are unlikely or even\u00a0unable to make an actual purchase.<\/p>\n<h3>2. Repetition<\/h3>\n<p>While there\u2019s no magic number, consumers need to see your ad many times before deciding to buy. Repetition of your message builds familiarity and trust with consumers. The more they see it\u00a0the more likely they are to feel they know and trust your brand. Also, the timing isn\u2019t always right. No matter how much a person loves your salon, if they just got their hair cut yesterday they\u2019re unlikely to go back sooner than needed just because they saw your Facebook ad. Your message needs to be in front of them as often as possible to make sure your\u00a0brand is the one they see when the need for your product or service arises.<\/p>\n<h3>3. Exposure<\/h3>\n<p>The way in which your advertising is delivered to consumers matters. If it\u2019s hidden in mailboxes or behind tv screens, your prospects are unlikely to see it. Conversely, advertising that is too \u201cin your face\u201d is a turn-off. We all hate those obnoxious website pop-ups. The key is to find a balance. Effective advertising is delivered to consumers with as few barriers as possible without being spammy.<\/p>\n<h3>4. Profitability<\/h3>\n<p>Effective advertising increases your profits. Not just revenue, actual bottom-line profit. If your advertising isn\u2019t driving sales, it\u2019s not effective.<\/p>\n<h2>So, is print dead?<\/h2>\n<p>Some print, maybe. Take, for example, newspaper advertising. Newspapers have little to no targeting\u00a0because distribution is based on the newspaper\u2019s subscribers\u00a0and that may not match with your target market. The repetition of your ad within a single publication can be as high as you want it to be, but of course, you\u2019ll have to pay more. And even if your target market reads the newspaper, what are the chances that they\u2019ll open up to the page displaying\u00a0your ad? To be profitable, you\u2019d have to generate at least one sale off an advertisement printed in one place one time.<\/p>\n<p>\u00a0<\/p>\n<p>Compared to a traditional medium like newspaper, digital advertising is much more effective. Digital targeting is often based on multiple demographic factors that the advertiser can choose. Ads are repeated to the same consumer about 2 times in a week, and there\u2019s a high chance the ad will be seen (unless the person\u2019s phone is off or they scroll past it).<\/p>\n<p>\u00a0<\/p>\n<p>Still, some print advertising, like <a href=\"https:\/\/www.indoormedia.com\/register-tapes-unlimited\" target=\"_blank\" rel=\"noopener noreferrer\" data-wpel-link=\"internal\">receipt coupons<\/a> and <a href=\"https:\/\/www.indoormedia.com\/cartvertising\" target=\"_blank\" rel=\"noopener noreferrer\" data-wpel-link=\"internal\">shopping cart advertising<\/a>, meet all the same standards that digital advertising does. Ads are targeted to a 3-5 mile radius of your business and can be further targeted based on grocery store demographics. Repetition is comparable to that of digital advertising, and ads are exposed to shoppers in a way that is pervasive while still feeling natural. After all, shoppers expect to get a receipt placed in their hand!<\/p>\n<p>\u00a0<\/p>\n<p>Digital advertising and\u00a0print advertising can be equally profitable\u00a0as long as they deliver\u00a0the four necessary elements above. Keep in mind, we\u2019re not asking you to invest in a printing press! Not all print works, but if it doesn\u2019t work it\u2019s because it doesn\u2019t deliver\u00a0the key elements of effective advertising, not because it\u2019s inherently print. Skipping out on advertising because of what it\u2019s called, and not because of what it delivers, could cause you to miss out on new sales and an increase in profits.<\/p>\n<p>\u00a0<\/p>\n<p><a href=\"https:\/\/www.indoormedia.com\/advertising-kit-download\" data-wpel-link=\"internal\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-1295 size-full\" alt=\"download the indoormedia advertising kit\" width=\"600\" height=\"200\" srcset=\"https:\/\/www.indoormedia.com\/wp-content\/uploads\/2018\/05\/IndoorMedia-CTA-AdKit-600x200.png 600w, https:\/\/www.indoormedia.com\/wp-content\/uploads\/2018\/05\/IndoorMedia-CTA-AdKit-600x200-300x100.png 300w\" data-lazy-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"https:\/\/www.indoormedia.com\/wp-content\/uploads\/2018\/05\/IndoorMedia-CTA-AdKit-600x200.png\"\/><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-1295 size-full\" src=\"https:\/\/www.indoormedia.com\/wp-content\/uploads\/2018\/05\/IndoorMedia-CTA-AdKit-600x200.png\" alt=\"download the indoormedia advertising kit\" width=\"600\" height=\"200\" srcset=\"https:\/\/www.indoormedia.com\/wp-content\/uploads\/2018\/05\/IndoorMedia-CTA-AdKit-600x200.png 600w, https:\/\/www.indoormedia.com\/wp-content\/uploads\/2018\/05\/IndoorMedia-CTA-AdKit-600x200-300x100.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\"\/><\/a><\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Paul has spent the last 3\u00a0hours searching for \u201csmall business advertising\u201d on Google. He\u2019s tried Facebook, Google AdWords, and even hosted a community event, but he\u2019s still in need of new customers. So, Paul texts his neighbor Quinn to see what advertising he\u2019s been doing since Quinn\u2019s pizza shop has been busy non-stop lately.\u00a0Quinn texts [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":244142,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[8397,4580,5227,2148,57596],"dealstore":[],"offerexpiration":[],"class_list":["post-244141","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-advertising","tag-dead","tag-effective","tag-print","tag-traditional-advertising"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Is Print Dead? | What Makes Advertising Effective? - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=244141\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Is Print Dead? | What Makes Advertising Effective? - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Paul has spent the last 3\u00a0hours searching for \u201csmall business advertising\u201d on Google. 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