If you're thinking print media is dead in today's digital age, think again. Statistics show that 70% of Americans prefer to read printed mail and 67% still prefer print over digital. Most telling, perhaps, is that people respond to printed mail advertising four times more than email advertising.
So it’s clear that traditional print media still has a huge role to play in building brand awareness. But first, it's important to take note: Building a brand is not the same as simply marketing products or services. Brand building focuses on creating a unique and trademarked image of a company, product, or service in the public’s mind, which is why a brand’s logo, its choice of fonts and colors, and its visual style are so important.
So don’t believe the hype that brand awareness can only be built online. Here are some noteworthy statistics that prove print media still matters in building a brand.
#1 Print is credible and trustworthy
In a U.S. survey, 82% of the respondents said that when making a purchase decision, they trust print ads in newspapers and magazines, while 76% trust the ads they receive in the mail. Only 25% said they trust online pop-up ads. If you want to show your customers how trustworthy your business is, use print media.
#2 Print helps you reach your target market
People reading magazines are bringing their conversations online -- with a 4.1% increase in magazine media industry likes and follows from the fourth quarter of 2017 to the first quarter of 2018. The biggest jump in likes and follows was on Instagram.
#3 Ninety-five percent of people under 25 read magazines
This breaks the cliché that young people are tossing print aside, because this figure holds steady every single year.
#4 Magazine advertising campaigns are more successful
According to the Magazine Publishers of America, print advertising delivers the highest return on investment of any medium – $3.94 for every $1 spent on advertising.
#5 Print is more engaging
Let’s face it, when you're online, you spend only 15 seconds to skim through a website’s content. But when you have printed material in your hands, you are more engaged. Several neuroscientific studies have shown that print is easier to understand, more memorable, more stimulating, and makes the reader more receptive to purchase versus digital.
And print inspires loyalty even among the digitally connected generations. In the first quarter of 2018, the magazine industry attracted 1.1 billion likes/follows across the major social networks.
These are just some facts and figures that show how print media is still very much alive and well. When it comes to building your brand, you will need printed materials for physical items like t-shirts with your logo on them, signage, merchandising, and of course all the print advertising in newspapers, magazines, and billboards.
If you have more questions on how to brand your organization, G.K. Craig Printing can answer them for you. We will help you establish your brand with a strong visual identity that captivates customers and buries your brand in their brains.
We’ve been in this industry for 40 years, and we employ experienced printing professionals who create prints quickly and on-demand. If you’re in the Central West area, contact our team of experts now so we can take care of your printing needs.