Advertisements are found in all kinds of spaces and forms, and especially now that the online world has taken the real world by storm questions arise as to whether older advertising mediums such as print are worth it.
Print advertising is basically the promotional information of a company selling their products or service printed on some kind of paper. You’ll find print advertising in newspapers, magazines, on billboards, on posters and on pamphlets in your mail box. During the 1990s print media was the main advertising medium.
A print advertisement can only be successful and effective if people can see it, and if it’s the right people seeing it. For example if a company sells a product more directed towards an older target market, it would be a waste for them to buy out an advertisement page in a magazine directed at teenagers.
There is a whole industry behind advertising as the adverts that companies put out need to be edgy and contemporary and need to compete with competition companies and their adverts. Most companies will hire a marketing team to work solely on their advertising campaign.
With the whirlwind advent of the online world, it seems justifiable to question the effects of print advertising today. With more and more newspapers and magazines going online (creating websites that have all the latest news updated live) it would appear that the older mediums of the media might fall away. Internet advertising is currently the fastest growing advertising medium. The question begs to be answered: why would anyone want to buy a magazine or newspaper and read 2-3 page-long stories when they can rather get the summarised version instantaneously on the website?
The fact is that while having the option of Googling information online is faster and cheaper it is also a luxury. There are many people in the world who don’t have access to electricity let alone a PC, keyboard and internet access. In fact there are many more people without computers in the world than people with them. It is these masses that still rely on newspapers and magazines for their daily, weekly or monthly dose of news and specialised information.
Another reason why some people choose to read newspapers and magazines over online information is the fact that the web brought about the notion of self-publication; any person can publish information online. The quality of information thus suffers slightly as there are not only specialised journalists investigating and reporting news on the web – just about anyone can publish anything on any subject, as long as they have online access.
So many people still rely on the older methods of getting news and information across meaning the print advertising industry is still very justifiable. Advertising in print publications allows companies to control their target-market by choosing which publications to advertise in. Print Advertising still has a very firm place in most ad schedules, mostly because people tend to read magazines and newspapers when they are away from work and at their most relaxed. This is the best time for them to be looking through the pages of “Cosmopolitan” of “Mens Health” and be enticed into buying the new Loreal lipstick or Ferrari.