As we head into a New Year, where digital ad spending and now mobile ad spending continue to rise, we set out to take a look at where print is heading. Turns out that print is adapting to the changing times as well, and readers find its benefits indispensable. As more and more of our world is becoming digitized, the credibility and high engagement level that print offers both as a content and advertising medium, is finally getting noticed.
Nowadays, print advertising offers a safer and more relaxed environment compared to the quick-changing banner ads and pop-ups, multiple hyperlinks and virus threats that online readers face, but never seem to get used to, on a daily basis. And, let us not forget that print advertising still offers a better way to target niche audiences that are harder to pin down online. Reader engagement is high with subscription based magazines, and shelf life is extended from moments to months.
We loved the messages found in a recent New York Times article, which delved into the reasons for the surprise/ironic success of the founding executive editor of Wired Magazine’s print catalogue called Cool Tools. The book is a compilation of online product reviews published on Kelley’s website of the same name over a ten year period, along with appealing illustrations. The author, Kevin Kelley, offers this explanation for his book’s success:
“There is something about having that large expanse of real estate in your lap, something about the format, that is extremely satisfying. Having many different things you may be interested in on a page, as opposed to a single thing surrounded by ads as it is on the web, leads to the formation of different connections and leads to a different experience.”
It seems that at least some of us find reading with no distractions, as opposed to skimming and multi-tasking, more desirable! Print is settling into the New Year just fine.