Small business owners and niche businesses face the high hurdle of reaching people who are often very hard to target. They may also have additional hurdles to face, like small advertising budgets.
What they may not know is that there are advantages to Newspaper and Magazine Advertising and it is, in some ways, better able to reach those hard-to-reach niches and demographics. In some cases, more so that other types of media may be unable to.
Look at magazines and newspapers first if you want to advertise a unique product or service that fills a specific need. There are many newspapers targeting niche demographics.
A big reason for this is that a magazine or a specialty publication caters to almost every group. Even some seemly obscure topics have editions that are dedicated just to those people!
For instance, USA Today has specialty issues that feature topics for topics from sports to education and even summer camps!
Advantages of Newspaper and Magazine Advertising
Most often, audiences of niche publications are loyal readers. These loyal readers eagerly look for news and information about activities and subjects they care about and have a vested interest in.
One advantage of Newspaper and Magazine Advertising is that it gives its advertisers an extended shelf life.
This makes print advertising unique because it offers advertisers an ad that has an extended shelf life. Literally!
Often magazines are kept around for weeks or months at a time. For instance, think about how long magazines tend to sit around in Doctor’s offices.
Frequently you will see magazines that are months or even years old. As people wait, they tend to flip through the pages.
In printed publications, the ads never go away. However, this is not the case for other forms of advertising. Other advertising like Online, TV or even radio,
tends to disappear the second the money runs out. Or may only remain on the screen for a short period.
Tuned in Audience
Surprisingly print advertising is one of the few forms of media that truly requires its audience to tune in.
In online advertising, radio, or TV, ads can easily be ignored. With newspapers and magazines, most people sit down with newspapers and magazines with a different intentions.
In many cases, they are interested in learning something or hoping to see something new.
Targeted or Broad Coverage
With magazine advertising, you can target your ad at a specific group or reach the whole country. You can target your ad at a specific group through specialty or niche market publication; With print advertising, you can blanket a region, state, or nation with your ad. Whether you want to reach hobbyists with specific interests, collectors, specific demographics, regions, or age groups.
One way to reach targeted niche groups is by placing ads in specialty sections of the newspaper, you can place your ad in front of a targeted audience. One that is the ideal audience for what you are offering.
With so many other forms of advertising out there, newspapers and magazines offer an uncluttered place for businesses to place their ads where they won’t be drowned out and ignored as clickbait.
Display advertising that uses tactile elements is very effective at converting audiences.
Often print advertising is overlooked as the powerhouse of advertising that it is. It can be easy to forget that there are several concrete reasons why print advertising has a leg up on the competition in what it takes to allow people to retain the information in an advertisement.
What Makes Newspaper and Magazine Advertising ideal for targeting hard-to-reach niches?
Another Advantage of Newspapers and Magazines are especially good at targeting specific or hard-to-reach generations or interests. Older generations which can be especially difficult to reach, are also heavy newspaper and magazine readers. Print appeals to multiple generations as a trustworthy news source compared to more modern news sources like online social media.
While print advertising may not seem like it can hold up to all of the more modern types of advertising options, it is important to note how memories are formed.
The key to remembering anything is harnessing the power of emotion. Print advertising that contains tactile elements effectively hits on the key component that aids in creating memories and our ability to recall.
Emotions, or how we feel when we see an ad, are the main components in our brains that get a memory to “stick.” Several studies conducted in the last few years have shown that when a person can physically touch an ad, they are more likely to be able to recall the information in the future.
Print Creates A Multi-Sensory Experience
Adding tactile elements to your ads that draw the focus in and compel the reader to look and touch. This is a key way to increase the response rate. Studies show that the ability to touch an ad physically increases the likelihood that a person may purchase it. It also increases their level of confidence, satisfaction, and reliability. This means that audiences generally find advertising they see in print as being more credible than ads they see elsewhere!
Among the additional key findings was that touching a print ad can increase the audience’s belief that a brand is honest by 41%.
Additionally, it also produced an increase in purchase intent by 24%.
By adding elements to your ad that convey different textures, shapes, and colors, you can create a more visually compelling ad that resonates with the viewer.
How To Add Tactile Elements To Your Print Ads
To create an ad with staying power. you will want to work with your creative team to incorporate various elements into their artwork.
Adding tactile components can be extremely complex or very simple.
Attributes that add texture, weight, shape, and interesting colors are all great ways to create a visually enticing ad.
Incorporating print advertising that contains tactile elements to your ad is a great way to draw people in and give them an image that they will be able to recall and connect with your brand later on.
Creative elements like embossing or adding different finishes add flair and dimension to a display ad during the printing process. The more of the human senses we use when looking at an ad, the higher the likelihood that it will be able to be recalled later on.
( Check out these links for more information on Specialty or Niche publications, Sports Weekly, USA TODAY’S Education Today, USA TODAY’S Camp Today ) and other information on magazine and newspaper advertising.