56 min
A day is spent reading press media by the average Australian.
82%
Of consumers trust print ads the most when making a purchase decision.
20%
Higher motivation response is generated by print advertisements.
77%
Higher brand recall is driven by strong print advertisements.
More than 20 million Australians continue to read newspapers for their daily news fix.
Newspapers remain a trusted environment for advertisers as readers find the information reliable and authoritative. Magazines too can target niche interests with specialised titles as consumers often set aside dedicated time for reading, providing the best level of attention for brands.
As such, brand trust can be built by association with publisher’s content, which is truly valued by those who are willing to purchase their favourite print publication.
Freshlime understands the benefit of including print as part of a multi-channel campaign and can manage the process with our experience working with national, metropolitan and regional papers, and well-known premium industry magazines.
Have Questions?
We recognise that selecting the ideal agency partner can often be a challenging decision, and we are dedicated to simplifying the process for you as much as we can.
Yes. The experience of paging through a magazine is markedly different from navigating the internet. So is the way a reader interacts with ads in a publication. It is simply more of an immersive experience. Most people who read magazines do so with far more focus and undivided attention, perhaps over a cup of coffee in the morning, on a flight, or waiting for an appointment. This in turn gives brands the opportunity to connect with consumers when and where they’re open to being engaged.
All indicators suggest that print publications will continue to decline in circulation and audience reach over the next decade. It doesn’t mean they will become completely obsolete. Consumers still find value in printed magazines, and successful publications both big and small have the potential to attract a core audience of like-minded individuals.
With that in mind, a well-designed media plan that identifies the right magazines and publications for an industry and target audience can help build brand awareness, generate leads, and drive sales.
Does print advertising match the level of specificity in targeting you can achieve through digital marketing? No, not exactly. But advertising in printed publications can nevertheless still get a brand in front of its desired audience, which for the right business and industry category, should not be overlooked. In addition, there’s a wave of hyper-niche publications emerging that have a focus on delivering both print and digital formats.
An important decision for any marketer when including print media into the advertising mix is to consider integration strategies with digital media. The inclusion of QR codes, or unique URLs as part of any creative execution in print media can be a great initiative to drive traffic to online platforms where engagement and performance can be successfully tracked and measured.
