Print is often left out of modern media plans, sometimes without much thought. It is true that many readers now spend more time on screens. But newspapers and magazines still have loyal audiences, and for some brands print remains a sensible choice.
What print does well
- Attention. Readers often sit down with a magazine or paper and give it their time.
- Trust. Established titles can lend credibility to the brands that appear in them.
- Specialist audiences. Trade, hobby and regional titles can reach groups that are hard to find elsewhere.
- Space for detail. A full-page ad can explain a product or offer in more depth than a short video.
- A physical presence. Printed pages are kept, shared and revisited.
When it might fit
Print can make sense when your audience reads a particular title regularly, when your message needs a little more explanation, or when you want to be seen alongside trusted editorial content. Local newspapers can also help businesses that serve a specific area.
It may be less suitable if you need very fast results, very precise targeting or frequent changes to your message.
Plan it like any other channel
Ask publishers for clear information about their readers, circulation and distribution. Many titles also have websites, newsletters and events, so consider whether a combined print and digital package would work better than print alone.
Think about placement too. The section you appear in, and what sits next to your ad, can affect how it is received.
Design for the page
Print ads should be clear and well crafted. Use a strong headline, a good image and a simple way for readers to take the next step, such as a short web address or a phone number. Make sure the ad still looks good after printing, as colours and fine details can shift on paper.
Measure what you can
Use dedicated offers, simple web addresses or specific phone numbers to track responses where possible.
Print is not right for every brand, but it deserves a fair assessment. If you are unsure whether it belongs in your plan, the Northpeak team would be glad to talk.
