Why Buy Print Over Online Advertising?
Today’s news distribution channels are evolving faster than it would be possible to keep up with. The beauty of online distribution of news it allows the reader to pick and chose what they view and what is important to them. While this too also happens with the print editions of media how much of your message is really lost in print advertising?
Consumers are immune to most print advertising and revenues are declining for this media. Other bloggers are predicting a Major Consolidation due to the declines in revenue. The numbers are all over the board all pointing down in circulation numbers and revenue for print editions while online editions are seeing sharp rises in circulation and ad revenue. The numbers are still lopsided though as far as the percentage of spend online revenue for online print publications is around 5.4% of their total revenue but closing the gap at an alarming rate.
With the industry pushing to be green in it’s initiatives it is still surprising to see the huge full page ads in print that only reach a very small portion of people who want what we are offering. Online advertising allows us to prequalify our customers by reaching only those that want we have to offer. Versus the spaghetti marketing techniques of print advertising and save trees at the same time.
Nathan Scripps offered a great way to look at media spends at Drivingsales.com in their Automotive Strategy Section on how to reach our target market at the time they are looking for us, when they are ready to buy. Concentrating your advertising dollars that reaches the most people that want what we have to offer versus interrupting the masses that don’t.
Traditional advertising mediums still allows us to build our brand however; if every raw impression that we deliver in these mediums is an in your face pitch it may do more harm than good. These mediums will allow us to tell our story now we just need to balance our pitch to reach those that want what we have now.
