Local World - Pietermaritzburg Oct/Nov 2017 Edition

Print Advertising Is Still One Of The Most Trustworthy
Ways Of Reaching Households
- By TradeGate Media Author
Despite smaller readership figures, print
advertising in both newspaper and
magazines is performing consistently
higher than their online counterparts and are
much better at reaching a high income person.
Print advertising is also considered to be one
of the most trust worthy forms of advertising
among adult consumers overall.
Research also shows that the higher the
income the more likely a person is to engage
with and trust print advertising over its digital
counterparts. Even more astonishing is that
print adverting in newspapers ranked the
highest among the top platforms among
millionaires, in terms of engagement potential
at an astounding 74%.
“the supposedly dying product
still outperforms the supposedly
promising digital products...”
“It’s not about how many people see your ad,
it’s making sure the right people see your ad
that counts” said Account Executive for MCA -
Russell Johns Doug Knowles.
“I want to make sure all my clients put their ad
in front of their prime target audience. Print
Advertising through credible niche publications
is a great way to reach an active consumer in a
credible environment.
Author H. Iris Chy said in an October 2015
interview in Media Life Magazine that, “to
almost everyone’s surprise, the “supposedly
dying product” (print) still outperforms
the supposedly promising digital products
by almost every standard - readership,
engagement, paying intent and advertising
prospects”.
In fact Chy goes on to note that despite the
overwhelming data, we are uncovering that
print performs better by far. Despite support
from empirical data, many people have found
my “Ramen Noodles Theory” hard to swallow.
This is understandable because everyone (me
included) once had high expectations for the
internet as a news platform. But again, after 20
years of experimentation, as a scholar, I am just
presenting the reality as is”.•
DID YOU KNOW?
The retail cost of black printer ink is one of the
most expensive liquids on the planet, far
exceeding oil and even space shuttle fuel
(on a per gallon basis).
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