Story | 04/16/2024 08:06:33 | 3 min Read time

Print Marketing: Engaging Audiences Through Tangible Storytelling

Print marketing remains an invaluable asset for any marketer. The physicality of print materials allows audiences to engage more deeply by holding, seeing, and feeling the content, leading to increased readability and absorption.

Holding a brochure, flipping through a magazine, or even just seeing a billboard can leave a lasting impression, enhancing readability and absorption of the content. Brands, recognising the unique advantages of print, have embraced it as a medium to craft memorable experiences that resonate with their audiences on a deeper level.

Studies reveal that advertising recall is 1.7 times higher for ads featured in print than it is for ads appearing in digital news brands.  Magazine ads, in particular, offer a unique opportunity for brands to captivate audiences and spark conversation. When executed with creativity and finesse, print advertisements have a 'talkability' cachet that extends far beyond the printed page, enriching brand narratives and fostering community engagement.

A study conducted by Temple University showed that readers spent more time looking at a print advertisement, were able to recall more information, and formed an emotional reaction to the content, The research also revealed that print ads encourage readers to develop a subconscious desire for the product, featured in the ad.

Advertisers continue to innovate with print media, whether it’s standalone or combined with digital, for a unified experience. By integrating digital elements like augmented reality, QR codes, or NFC tags, advertisers bridge the gap between the physical and digital worlds, creating interactive experiences that amplify engagement and strengthen brand connections.

 


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The physical presence of print ads provides a tactile experience, increasing engagement and message retention, while also conveying value and permanence, positively impacting brand perception. With a 77% recall rate reported by Newsworks (2020) and 92% of young adults preferring print over digital content (Forer, 2017), print advertising maintains its relevance and effectiveness.

Recent studies, such as the one conducted by R.C. Brayshaw in 2020, underscore the cognitive ease with which print advertisements are processed. In a cluttered landscape, retailers such as Nordstrom and Zappos are embracing the tactile allure of print to rekindle connections with their audiences, through the revival of catalogues and innovative print solutions.

The tactile nature of print media offers marketers a platform for immersive storytelling and engagement, allowing brands to forge lasting connections with their target demographics. As such, print advertising remains a vital component of the marketing landscape, offering a dynamic canvas for brands to showcase their innovation, creativity, and brand identity. 

 
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