We hear it all the time: print media is dying. Internet technology professionals say it. Journalists fear it. Readers believe it. At Safeguard, where we specialize in marketing solutions that include print production, whether it really is dying matters a lot to us. We know it matters to you, too, the business owner who’s trying to decide which kind of media to invest in.
Fortunately all of us, according to several metrics, print media is far from dead
Print Media is Still the Most Trusted Media
According to an October 2016 survey by MarketingSherpa, a higher percentage of U.S. Internet users trust print advertisements over any other kind of media. The second most trusted kind of media? Not the Internet, but television ads. In fact, search ads, are only trusted by 65 percent of the population. And those pesky pop-up ads? Trusted by only 25 percent!
In other words, print media is the kind of media people trust.
Which begs the question: why?
The answer is simple:
Most customers assume that almost anyone can afford any kind of online advertisement. Which means anyone can put up faulty or even false advertisement. The fear of fake news and Internet scams only plays into this distrust of digital media. And it’s not an irrational distrust. Because Internet advertisements and online content do tend to be cheaper to produce, more companies place digital ads that aren’t thought-out and contain faulty information.
If you’re paying for an ad in a magazine, however, you’ve got some skin in the game. You’re also not just anyone: you’ve been vetted by the magazine as well. Which means you’re much more likely to be trusted by customers.
Or, if you mail a direct letter campaign, the same assumption applies. Customers know you’ve paid to design and produce the brochures or postcards or letters you mail, and by extension, they’re more likely to believe what you’re saying is true.
Give print media a try!
Want to include print media in your marketing campaign? At Safeguard, we specialize in marketing solutions that include print product design. We produce brochures, postcards, stationery, flyers, and more. A Safeguard consultant can answer your questions and help you integrate print media into your brand and overall marketing plan. Contact us for a consultation!