We have been hearing for years nothing but doom and gloom for the newspaper industry. I have been meaning to write about this topic for some time now as I see this as completely false and I will explain why. First off I must clarify most of the press concerning the newspaper industry being in such rough shape is coming from the mainstream media (reference CNN and other major news affiliates).This media attention refers to daily newspapers and even more specifically the larger National Daily’s. For whatever reason this has led to a misconception print is a dying medium and more importantly in my world a dying advertising medium. This is definitely not the case and nothing could be further from the truth.
I am going to take this opportunity to define print advertising as far as I am concerned. Print advertising is anything printed on something such as billboards, busses, flyers, magazines, posters, benches and yes even newspapers. Radio reps have become masters at spreading the word to the business community that print is not only dying but it’s completely dead. Really? When I hear this from clients all I have to say is this; Have you checked your mailbox this week? Then we have a little reflection time, the advertiser thinks about all of the annoying printed advertising material that has landed in their mailbox in the past week and boom just like that they are back on the print train. The pic I have attached to this blog is one week of advertising that recently landed in my mailbox at home. Convinced yet? Well if you aren’t talk to my customer base who advertise in FlyerMail, a regional direct mail product which I am the former founder and president that I sold to Metroland. There are many repeat customers who haven’t missed an edition in years and many who get hundreds and sometimes thousands of coupons back regularly. This doesn’t even take into account the numerous phone calls and traffic from customers who do not use coupons. This may strike a response from my friends in radio but as an advertiser you will not have this impact from a digital or radio campaign. I am not saying these aren’t effective mediums but not thousands of customers over a short period of time that much I know.
To provide an example ask a top used car dealer why they distribute flyers to promote their inventory (and yes all the big ones do) and the answer will be the same all the time. “That flyer drives our sales but please don’t tell everyone as only a few of us have figured this out” Yes they do radio and have digital campaigns but it’s the PRINTED flyer that drives the sales. This is no secret as I’ve heard this over and over from those that invest in significant print campaigns. Another great example on the health of print ask any major retailer such as Wal-Mart, Loblaws, Best Buy, Canadian Tire and many others what their number one advertising medium is in terms of ROI (Return on investment) and you will hear every time the weekly flyer and by a wide margin. I will also add that the flyer print/distribution alone is a multi-billion dollar industry. Sounds pretty healthy doesn’t it?
So if you are looking at spending your advertising dollars wisely with a high ROI as the holiday season approaches despite what you have heard make sure you give print a serious look. Whether your medium of choice is a community newspaper, magazine, direct mail campaign or even a billboard, print should be included as part of the media mix. I will end on this note despite what you may have heard print is alive and well.
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