Advertising study shows print is far from dead
Print is far from dead! Despite misperception of print advertising’s effectiveness, the return on investment (ROI) on print advertising works for advertisers, media companies, and audiences, according to a report from the International News Media Association (INMA).
“The Power and Promise of Print Advertising” rejects the idea of print as an afterthought, urging news media companies to better educate agencies and media buyers, INMA says.
”While digital has captured the bulk of the buzz in the news media world, print is far from dead. According to the report, it’s important to remember that print continues to offer attractive advertising solutions that can’t be accomplished in the digital space. ”
INMA says a 2021 study by Australia’s ThinkNewsBrands found print ads make more of a lasting impact on readers than digital ones, and newspaper ads — both in print and digital — outperformed those on social media by as much as four times — and were twice as effective. Similar research is found in other countries as well:
- Global advertising spend in print newspapers increased by 4.8% last year
- Print revenue has grown 13% in India
- Print comprises 89% of newspaper revenue in Germany
- Print pulls in 64% of Folha de S.Paulo’s advertising revenue in Brazil
The report includes case studies from The Times of India, Bild, The Evening Standard, Torstar, Facebook, Folha de S.Paulo, Stuff.
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