It is a vital question if at all print advertising will be overshadowed by the digital platforms of advertising. Since the inception of the internet, people have harbingered the death of print media. It’s true that news has primarily shifted online. Commonly, most of the major media corporations have made the business model shift in recent years to put up consumer preference for digital content. This does not, however, put companies that have relied heavily on newspapers, billboards, magazines and direct mail ads at stake. However, it cannot be ignored that the shift from print to digital media has created an effect on advertisements and marketing along with several other sectors.
A renovation of marketing is in progress as it is seen that the consumers are spending more time on mobiles, tablets, and laptops. Thus, the brands are trying to contact with the consumers on all social media sites and places that are easily accessible through mobiles and tabloids.
The real-time discussion that the brands have with people is when they interact with websites and mobile apps. This has changed the nature of marketing. It is duly noted that for creating a successful campaign and for running into a successful outcome a blend of both the conventional and the newest ways is required. Making these two work together is very difficult. However, if this can be successfully done, the results can be remarkable.
Print advertising is not out of use yet, but its future hangs on threads. Marketers are both retaining the conventional method and using the newest digital ways. It is very important to use both the platforms in such affinity that the outcome is flawless. Several people have several arguments about the fact.
According to Dave Matli of Matli Consulting LLC, print ad and printing will continue to be
worthwhile as the presence of physical customer will remain. It is well known that print is a target-specific medium. So, investment in printing advertisement for retails and events will exist over other advertising platforms.
According to Ashley Murphy of Stribling & Associates, glossy magazines and major publications clutch a certain class that online doesn’t achieve. Theses tangible platforms boom luxury consumers and clients. Thus, clearly, a multi-dimensional angle merging the print and digital media is what brings the best in an advertisement.
According to Brandon Ortiz of Salesforce.org, the digital and the print media goes hand in hand. There are several companies who would not read anything attached to an e-mail but will read everything that is printed and presented to them as a brochure.
Also, there are various options that printing advertisements provide. Advances in technology like AR and image recognition enable print ads to be gaining momentum. This is the view of Patrick Niersbach of InContext Solutions.
Jeannie Ruesch of xero.com says that print media will harmonize and support digital interactions that the brands will have with its customers.
It is a very early stage to decide if print ad stay or leave permanently. However, looking into the present scenario of the advertising and marketing world, the conclusion that can be drawn is that print ads will stay and will go hand in hand with the digital advertisements for the best result.