Can print media influence the local economy?

As digital media continues to take over our lives, it’s often said that it has influenced the way traditional marketing is carried out. As new digital methods continue to expand and grow, some believe this could be the end of traditional media as we know it. In the debate, one side claims that digital is king, while the other insists that traditional media still holds appeal. Both arguments have merit, but the idea that print is dead is mistaken.

Although digital media can seem like the easiest option, print media has stuck around because it’s more efficient and can get the job done. Consider too that 80% of people never click on an online banner ad. With more competition and taking up more of your marketing budget, is it worth it for that small 20% of the population who will actually click on your ad? Print media offers the receivers something to grasp in their hands, something real.

What are the benefits of print media?

According to YouGov, 63% of adults that live in the UK read physical magazines and this leads to one in ten reading a digital version. With monthly magazines from big names such as Vogue, Cosmopolitan and Elle, the best way to get your advertisement noticed is through monthly magazines.

The options are endless when it comes to print media in small communities, it can be used to make locals aware of new business ventures and even takeaway menus! Considered as a trusted source for news and other information, print media continues to generate engagement from versatile and creative publications.

Usually the cheaper option, print media allows individuals to be creative with their promotions. From leaflets to magazine advertisements and local newspapers, your campaign becomes tangible for the reader. Giving your audience something physical to hold in their hands and read brings your campaign to life and into reality – for audiences, what they are holding is something real to engage with. A digital advertisement can disappear in seconds into cyber space, but a magazine, newspaper or leaflet can stay in houses or offices for months.

Businesses that decide to go down the digital advertisement route may suffer, as digital platforms are becoming too cluttered with advertising and it’s becoming more competitive to get your message out there.

Benefits to the economy

Although digital media is becoming more popular, print media has its fair share of benefits to a local economy. Local newspapers are one of the biggest contributors. In the second half of 2014, the London Evening Standard paper circulated to 824,515 copies, an increase of 21.9% from the previous six months – whilst smaller regions such as the Sunderland Echo (18,876) and the Birmingham Mail (30,597) were amongst the worst performing titles, they still circulated in the thousands during the six-month period. There is clearly still a market for regional papers despite the rise of online news platforms. The locally paid-for newspaper publications help to put money back into the region.

Flyers that are promoting takeaway menus are another common way to advertise and help boost the economy in local communities. As new businesses open around the region, leaflet distribution is one of the best ways to spread the word. Whilst some people consider direct mail to be a bit of nuisance, it makes people aware that you exist and there is a reason why the method is still being used – it is a trusted and traditional form of marketing. For new business, it draws locals towards your business. Food and dinner trends have evolved too, meaning more and more people are choosing to eat out or order takeaways instead of having a traditional family homecooked meal.

As more takeaways open and food trends are changing, print media is a good opportunity to advertise and leaflet distribution can help make local people aware. And of course, this leads to a return in money for that which was invested by the business, improving successful economic development in the local area.

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