Print? Really? Here’s why it’s a smart option for marketers

Is print advertising part of your marketing mix?

If not, you could be missing out.

Linda Thomas Brooks, president and CEO of the Association of Magazine Media, offers insights into trends in magazine publishing and implications for marketers and advertisers.

Here are three key takeaways:

 1. If your goals include brand affinity and purchase intent, print outscores digital and TV.

A print campaign can communicate the message and connect with audiences in a way that is relevant and motivating. According to a recent study by Kantar Millward Brown Digital, print simply works harder at achieving these specific brand KPIs.

A successful media strategy factors in the whole ecosystem. That means other brand KPIs are best achieved through other channels.

For example, digital marketing may be more targeted than print. It allows more frequency and, via specific tracking, can provide more measurable results. Digital builds brand affinity in an entirely different way.