Is print media a dying newsform? by Chris Grande
Many stories have been written about the death of newspapers and print media. And it is true that many newspapers have failed in recent years – we could perhaps call newsprint the ‘Florida” of media (“Heaven’s Waiting Room”).
In my practice, having used a variety of media for exposure and marketing, I can say I have definitely seen a major downtick in the effectiveness of print advertising. I stopped using direct mail for the most part 6 years ago – with one respite where I tried it again in 2008 to no avail – and we have not used inserts in local newspapers for at least as long (FYI: referrals are provide over 90% of new clients).
Can it be effective? Yes I have seen effective print media but I am not good enough in marketing design to attract interest in this field. 7 years ago, if I sent out a mailer, I would get a 2% response. If I got 0.5% now, I would be lucky and that’s just interest – not clients. The numbers do not add up for us.
Could it work – using print that is? Yes I think if the target market is people over the age of 60 it could work, depending on the product. However even this age group is rapidly going online. I see it when I visit my grandfather’s retirement community! I also think if the target market is parents, then using local newspapers, which focus on youth sports and events, would hit them squarely as they must buy these papers (or go to their online sitesJ ) to get the photo of their child and pin it up at work.
I also think that blue collar towns, with a warmly-viewed local “rag”, would be good places to use print media. But for the most part, it’s about targeting both at the moment and who your audience is. Trying to reach 20-35 year olds in big cities using print just might be a bad idea.
One final note about targeting – a friend recently started a food delivery business. He spent $10,000+ on menu books and is considering a second round. After a conversation I discovered who his target market is (busy people age 25+, etc.) and determined that they were more likely to be online, and more likely to throw his book in the recycling bin. He should have done more online, and more free food (that’s what people like right?); The paper booklet was so 1988.
Chris Grande
www.chrisgrande.com (personal site)
www.walnuthilladvisorsllc.com (business)
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