Is Print Media Benefitting Local Communities?
A question often asked by businesses is whether digital media is outperforming print. As new digital methods continue to expand and grow, some believe this could be the end of traditional media as we know it. In the debate, one side claims that digital is king, while the other insists that traditional media still holds appeal. Both arguments have merit, but the idea that print is dead is mistaken.
Although digital media is constantly changing, print media often stays the same and that is why it works so well. Consider too that 80% of people never click on an online banner ad. With more competition and it taking up more of your marketing budget, is it worth it for that small 20% of the population who will actually click on your ad? Print media offers the receivers something to grasp in their hands, something real.
The benefits of print media
With magazines having an online presence, you’d think that with the digital craze that there would be more readers online – however, only one in ten adults read online versions regularly and 63% read physical copies according to YouGov. With monthly magazines from big names such as Vogue, Cosmopolitan and Elle, the best way to get your advertisement noticed is through monthly magazines.
Print media is great for local community promotion as it allows you to spread a message, from creating councillor campaigns to takeaway menus! Considered as a trusted source for news and other information, print media continues to generate engagement from versatile and creative publications.
Creativity is key to bring in sales, and through print media, you can achieve this. From leaflets to magazine advertisements and local newspapers, your campaign becomes tangible for the reader. Giving your audience something physical to hold in their hands and read brings your campaign to life and into reality – for audiences, what they are holding is something real to engage with. A digital advertisement can disappear in seconds into cyber space, but a magazine, newspaper of leaflet can stay in houses or offices for months.
As the number of social media users continues to grow, advertising space is competitive on digital media and as a business, you might not receive the results you require to generate a return on investment.
Boosting the economy
Although digital media is helping the global economy, print media is definitely helping the local economy. Local newspapers are one of the biggest contributors. In the second half of 2014, the London Evening Standard paper circulated to 824,515 copies, an increase of 21.9% from the previous six months – whilst smaller regions such as the Sunderland Echo (18,876) and the Birmingham Mail (30,597) were amongst the worst performing titles, they still circulated in the thousands during the six-month period. There is clearly still a market for regional papers despite the rise of online news platforms. The locally paid-for newspaper publications help to put money back into the region.
All takeaway restaurants need to display their menu and ensure that their customers return, and this can be achieved through flyers. As new businesses open around the region, leaflet delivery is one of the best ways to spread the word. Whilst some people consider direct mail to be a bit of nuisance, it makes people aware that you exist and there is a reason why the method is still being used – it is a trusted and traditional form of marketing. For new business, it draws locals towards your business. Food and dinner trends have evolved too, meaning more and more people are choosing to eat out or order takeaways instead of having a traditional family homecooked meal.
As more people are eating out, it is essential for takeaways to use print media and make the community aware of the service that they offer. And of course, this leads to a return in money for that which was invested by the business, improving successful economic development in the local area.