Print Advertising is Alive and Well

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It’s very common to hear people in the industry dismiss print advertising as all but dead. However, this is simply not true. Newspaper advertising is still a very practical medium to impact your immediate marketplace. What has changed is the way people react to the message in print ads.

Years ago, people would read an ad and then go directly to the store that ran the ad. Often they would bring the newspaper with them as proof of the price they were promised. Now shoppers read the ads then go to the website to do more research before contacting the place of business.

To prove my point, we test marketed a texting program with a local Chicago car dealership. We placed individual text codes on each of the vehicles that were featured in their ad. There were no prices in the ads. Instead we asked shoppers to “text for the best price”. We were pleasantly surprised with the results. The ad ran one day a week for two weeks. The first week they received 25 texts from interested readers. The second week they receive 22 texts the first day and 4 more texts the day after the ad ran.

Clearly shoppers are reading newspaper ads and reacting to them. We, as marketers, just have to adjust our processes and expectations to fit the new way consumers are moving through the buying cycle. My point is that whether you run prices in your ads or use a “texting” response trigger, your ads are being read.

 

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