January 27, 2025 |

Anna Lawrence

Making Sense of Media – The Pros and Cons of Print

Since the mid-2000s, newspapers and other print mediums have experienced consistent decline in traditional readership, leaving many advertisers to wonder if print is still a viable medium for marketing.

Whereas no one can argue that the print landscape is much different today, it is important to recognize that print has evolved to a place that can still make sense as part of a dynamic marketing plan, especially for certain industries and as part of a comprehensive media mix. Read on to explore the pros and cons of print media and whether it is a good fit for your business.

Pros of Print Advertising

For the purpose of this discussion, we are defining print as newspapers, magazines, trade publications, brochures and catalogues, and reserve direct mail and outdoor advertising for later exploration.

With digital media continually on the rise and many print mediums offering their own online version, it may be hard to imagine that print still has a place in your marketing plan. However, the benefits of print media are still relevant today.

Perhaps the most obvious benefit to print media is its tangibility. Whether you enjoy holding your Sunday morning paper while perusing the pages and enjoying a cup of coffee, or you pick up a brochure for a potential new product so you can review it more thoroughly, there is something about being able to hold the media in your hands that connects more deeply within our brains. According to one article, “the physical nature of print provides a tactile experience that often leads to higher retention rates and a stronger emotional connection with the audience.”

Print advertising can also lend credibility to a brand, especially when high-quality ads are placed in affluent publications. The very nature of being in print can elevate a brand’s image, influencing consumer perception. 

When it comes to highly targeted audience segments, niche magazines and trade publications can cater to specific interests, industries or demographics, allowing businesses to get in front of audiences that are already engaged. Local newspapers have higher readerships with rural populations, often making them a great fit for local businesses. And it’s important to note that some rural communities still don’t have stellar internet options, so digital media may not be readily available.

Print is a visual medium that can be used to showcase products and experiences that appeal to a visual audience. Viewers are not limited in their viewing time, like with video, and can linger or revisit ads at their leisure. And because print publications are often found in waiting rooms and on public transit, single ads can enjoy widespread impressions. It’s also worth noting that print ads, especially in magazines, are often viewed by multiple generations.

Finally, print ads can offer the benefit of detailed storytelling and brand positioning within a curated editorial context, enhancing the overall brand narrative and creating deeper connections with the audience.

Cons of Print Advertising

One of the downsides of print advertising is the time it takes to get an ad to market. Because of the process to concept, produce and distribute print, deadlines for ad materials can be a month or more out. Not only does this make it difficult to promote timely product launches or events without lengthy planning, but it also means ads must be created with publication dates in mind. It also means changing artwork can be challenging. Once an ad is printed, they can’t be changed but will exist virtually forever, which is unfortunate should the people or products featured in the ad become irrelevant, or worse, if mistakes in ad copy are printed.

Print media is one of the more expensive mediums, especially when ads are placed in high-profile publications, where cost can be significant depending on the circulation and ad size. Although it is typically more affordable than broadcast television, most other mediums will cost less than print. And because multiple exposures are needed to ensure enough frequency in the consumer’s mind, it can be cost-prohibitive for smaller budgets.

If you’ve recently flipped through a favorite magazine, you may be overwhelmed by the amount of ads you see. Many print publications are stocked full of advertisers, and that means more competition for your ad to take notice. Whereas a well-designed ad can capture audience attention, companies who do not have in-house design talent or do not provide detailed direction may suffer.

Finally, despite the attempts of print media to evolve, many are still struggling to maintain readership numbers, which means you may be paying more for fewer eyes.

What Makes Print a Good Fit

So is print a medium you should consider for your business?

If you are trying to reach a very niche audience print could be a viable option, as trade publications and special interest magazines can place your ad in front of your target. For example, pharmaceutical companies have seen success with ads in medical publications. Luxury brands, such as fashion or high-end automotives, use print to reach affluent audiences and showcase their product in conjunction with perceived exclusivity.

If your target audience is primarily rural, local newspapers can be a good fit. Service-based industries find local print to be a good resource for keeping their brand top-of-mind with local audiences and are often able to achieve good market penetration. Newspapers are also still a good way to reach older audiences who grew up with print and still utilize the medium consistently.

Because print utilizes images, print can be a powerful medium for brands that showcase products and experiences, such as interior design, travel, real estate, fashion and furniture. Advertisers who do it well are able to create a distinct vibe with their ads that engages and delights audiences.

Because print ads are not time-restricted, advertisers can create “advertorials” or story ads to convey expanded messages. This works well for re-branding efforts, cause-marketing, product launches and milestone markings.

And due to the tangibility of print, advertisers have the opportunity to “stick around”, which means multiple impressions. For products or services that are more complex, a well-designed brochure can be revisited throughout the buying process. For businesses with longer buying cycles, a brochure or other physical print ad can be a great way to stay top-of-mind as consumers work through the cycle.

Bottom line? Print may not be right for all businesses, but for those trying to reach a specific audience and who have the budget to afford consistency and frequency, print can be an important piece of the marketing strategy.

Have more questions about whether print is a fit, or how to buy it effectively? We can help! Vantage Consultants is versed in all types of advertising, and we know how to help companies get the best return on their investment.