News

Empower your reader, choose print

We are on a digital rollercoaster, swirling and twirling through a variety of different online advertising platforms – have we forgotten about traditional marketing platforms such as print?

The UK is currently the global leader in advertising, generating £6 for every £1 spent on advertising to the economy. This year, UK ad spend is expected to increase to £20.8bn.

Helen Katz, Vice President and Director of Research for Starcom Mediavest Group, stated in ‘The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying’ that traditional marketing techniques such as print has a more appealing element. In fact, print ads are still seen as a safer and more credible way of advertising.  

One advantage of print advertising is longevity. A post on social media can be seen for only 3 seconds. Whereas with a print ad you are placing your products and services directly in the hands of your target customer, allowing them to digest your message at any given time for long as they want! Giving back this control will go on to empower your target customer to invest in your brand. Another reason why print is still seen as one of the more ‘credible’ ways of advertising: print offers a unique engagement with your target customer, at the right time, without any distractions from the digital world.

This is not a print vs digital case. Digital advertising accounts for around 60% of all advertising UK investment. However, let’s face,  not everyone is connected all of the time – we need to consider how print and digital can actually work together.

In the Journal of Advertising Research ‘The Effectiveness of Combining Online and Print Advertisements: Is the Whole Better than the Individual Parts? ‘ Wakolbinger, Lea M., Michaela Denk, Klaus Oberecker (2009) stated that having a multi-channel marketing approach is much more effective than using just one channel. The Institute of Practitioners in Advertising also found that using both print and digital news brands in your campaign can deliver a 3.5 times higher ROI.

Public Sector Executive connects buyers with suppliers across multiple channels placing its clients at the centre of the most current discussions, enabling them to engage directly with its audience of c.396,000 public sector industry decision-makers spending in excess of £742bn per annum.  

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