The Ofcom News Consumption Report for 2019 showed that UK national newspaper print circulation dropped 52.5% between 2010 and 2018.
Newspapers and journalists know that digital is in charge and print is no longer the go-to medium of marketing.
Print is still alive but is having to reposition as the refined one. There is a market for luxury publications that appeal to collectors. Who can resist a beautifully designed magazine?
Going direct
And don’t forget direct mail. It continues to be popular – who doesn’t like receiving mail in the post (bills excluded).
A great example is the Direct Mail Button pack that Edit and Spark 44 created for potential Land Rover Evoque owners.
The combination of data-driven marketing and insight-based creative led to an unprecedented 44% response rate, or over 2,000 test drive requests.
After carefully targeting our audience, we delivered them a luxury direct mail pack with the new Evoque starter button at the centre. One push and a test drive was automatically booked with the world’s first use of sim-free WND Network and Sigfox.”
Ben Briggs, Media Director at Edit
What makes print media so compelling?
It’s tangible: it occupies ‘real estate’ on a client’s desk, bookshelf or display rack.
It’s credible: print media confers legitimacy on a brand – unique and long-lasting, it creates a distinct marketing angle to help you stand out from the crowd.
It’s engaging: in an age where websites are skimmed in less than five seconds and email inboxes are constantly overflowing, good print media commands and holds a reader’s attention.
Print media in the form of annual reports and brochures – including the ubiquitous business card – are still vital assets in promoting your business but integration with your digital marketing is key.
Talk to us today and bring out the best in your brand
We understand the digital and print worlds – let us lead you through the maze of options and technologies.