Did vinyl disappear after the CD? No, it became rare, and thus more valuable and is now a prestige item among music aficionados. That same concept of rarity and exclusivity is now playing out in print marketing, according to this article from Flip180 Media.
The stats around print advertising are impressive; the industry puts the average direct mail ROI at 1,000-1,400%. Beyond the numbers, however, a print edition of your magazine brings a brand boost that has a long-term impact on your credibility.
“Steve Forbes has noted the lasting brand appeal of print editions. When it comes to fashion magazines or automotive magazines, one can imagine an issue spread out in the dressing closet or the garage, but the digital edition may not provide the same level of DIY inspiration,” notes the article. “Did vinyl go away after the CD? Or the MP3? No, it became a prestige item for music niche aficionados. Likewise, having a print edition lends credibility to a well-done magazine with authentic, top-quality content.”
We agree; having a print edition may be the best thing ever for your brand. Here are five reasons why, as pointed out by Flip180 Media:
1. Print editions lend credibility. That glossy print cover lends “a sense of awe to your brand,” they note. “The old standby magazine giants built their brands on this principle, with artsy, daring covers and bold writers taking a chance to make an impact.
2. Print editions are basically free advertising. It’s not that they are free to produce; but a print publication endures, hanging around on coffee tables, in waiting rooms and hotel lobbies, for years sometimes.
“And each time you return to that same office lobby, there it sits, and you read it again, see the same ads with the same thankful glow of relief to have something to do, connect with the same relevant article and images, capture a sense of nostalgia. Print editions are the time loop of advertising with the maximum Pavlovian conditioning response.”
3. Print offers a stronger branding experience.
“Print is a fully magazine experience many still actively prefer,” the article continues. “Online magazines suffer from attention deficit disorders of the digital age.” Leisurely reading is a priority for many people, and ads in that medium reach the reader when they are most receptive.
4. There’s less competition in print.
With digital advertising and content increasingly falling in the “cheap and easy” category, print claims a higher cachet for the very fact that is it neither cheap, nor easy, and is far from commonplace. It’s the long pants of brand fashion.
“Unlike former print days, however, contemporary marketers have better data intelligence on who to target with print, and why. Junk mail has been largely replaced with junk email. Junk mail is now something more likely to gain notice than ever,” they note.
5. Niche markets gravitate naturally toward print.
Because it’s somewhat off the beaten path, print has a cachet that makes it attractive to consumers who avoid online media, preferring something “real.”
“A great many older consumers still gravitate to a print magazine rather than play on their phones in public places. And many younger fans of print became fans because of the scarcity of print materials, because of a low-fi aesthetic, and other niche affiliations and leanings,” the article continues. “Music heads love print editions that cover their genre because these become conversation pieces with like-minded music fans. The same applies to martial arts, hot rods, and fashion magazines – all content around a physical experience.”
There is a good reason why this has been called the golden age for magazines. Rare, appreciated and powerful, print advertising and marketing will boost your brand in ways that digital can’t. Is it time to explore a print edition of your own?