The Pros And Cons Of Print Advertising

If an advertisement is printed on the paper, be it in the newspapers, magazines, newsletters, booklets, flyers, direct mail, or anything else that would be considered a portable printed medium, then it comes under print advertising.

It 's hard to say exactly how old is print advertising? There are numerous printed pieces dating back to the early Egyptian times. In 17th century England, several different types of advertisements appeared in newspapers and on handbills but the general consensus is that the print advertising came to life in 1836, as a French newspaper called La Presse charged for the advertisements and lowered the price of the newspaper. This was the origin of commercial press.

Direct mail often takes the form of a letter, flyer or brochure sent by the use of the postal service. Advertisers are able to assemble their own list of prospects and customers for the mailing, or hire a mailing list from a specialist firm.

Print Media Selection

Print media advertising offers advertisers the chance to target different readerships, with the advertising costs based on spread and nature of the readership. Advertisers and their agencies, evaluate the costs of reaching their intended audience using circulation figures & readership research from individual media or industry groups such as the Association of Magazine Media or the National Newspaper Association.

While many businesses have completely migrated their advertising efforts to the web because of its cost efficiency, exposure potential and convenience, print still maintains its bearing as a powerful and necessary component of an ad campaign. Let us take a closer look at print media and some advantages it has over its digital counterparts.

Tangibility – A print piece is a substantial thing. Magazines and newspapers can dwell in houses or offices for months or years, while Internet ads can vanish into cyber space