Print Media & Advertising Effects

Print media includes newspapers, magazines, direct mail and other non-electronic forms. Billboards are often considered print media as well. Print media can be an effective tool for businesses to advertise their products and services.

Specific Audiences

Print advertisements in newspapers and magazines are usually targeted to specific audiences. The key is to find the media outlets with the audience most likely to respond to the advertisement.

Placement

Print media, in general, is more affordable and flexible than electronic media and can be placed in more creative and relevant places. For example, a print ad for a food product can be effective if it is placed in a magazine that showcases dinner ideas and recipes.

Local Ads

For local businesses, advertising through print media is significantly more cost-effective than television. One reason is that the ad will be seen only by audiences who have convenient access to the business.

Timeless

Magazines and billboards can have a long exposure time. Magazines may be left around homes and offices for months before they are discarded. Billboards usually stay for lengthy periods of time.

Branding

The flexibility of print media placement can help build a brand image and awareness. For example, a poster of a clothing store in the mall may persuade shoppers to take a look at the merchandise while they are there.

References

• "The Media Handbook"; Helen Katz; 2007