Very few businesses succeed without the use of advertising. Advertising introduces customers to products and services, announces sales and even helps to build brands. For a small business, though, the question often hinges not on whether to advertise, but in what medium to advertise. Online and television advertising receive a lot of attention from advertising and marketing experts, but both have pitfalls. While often downplayed, a number of reasons exist that make advertising in print an attractive alternative.
Print publications tend to serve specific geographic areas or specific consumer groups, and sometimes they serve both. Newspapers, for example, usually cater to specific cities and their surrounding areas. This makes a newspaper an ideal advertising medium for a business that provides services. The customers most likely to use the business’s services probably live within the circulation area of the paper. Magazines that cater to specific audiences, such as snowboarders, deliver to customers that already spend money on products related to that topic and will almost certainly buy related products in the future.
When watching television or surfing the web, people often multitask, meaning they divide their attention. In the case of television, watchers often leave the room during advertisements. Readers who purchase newspapers and magazines actively and intentionally engage with the material on the page, including the advertisements. A survey conducted by the Newspaper Association of America found that 79 percent of readers took some action after viewing print advertisements, with 46 percent purchasing something.
by Eric Dontigney, Demand Media
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