• Phillip Tompkins

Print is dead!

“I Heard That Print Media Was Dead”

When we hear about print media, we typically think about newspapers, magazines and the like, but print media really encompasses a broad range of things. Signage of any kind can appear on the front of a building, on billboards, or on public transportation. There’s also political signage, direct mail, banners, business cards, brochures and even signs to sell your house or car. The list goes on and on.

Back in the day, the emergence of radio and TV had little effect on the print media industry. Digital has simply become an additional medium to add to the mix, much like radio and TV. However, there is still a perception today that anything in the printed form will eventually become obsolete.

Traditional hard news dailies feared this, so jumped on the bandwagon and transformed their business models in hope that they could better serve and reach more readers. As a result, the unanticipated consequence of this naturally killed off subscription revenue, since readers could get it free online. That lack of revenue caused layoffs as they could not pay their staff of writers and editors and cover their large overhead.

Coffee News® is very much a different niche altogether since it is a weekly entertainment publication distributed free to restaurants and other waiting areas, providing “active” engagement. People pick it up because they want to. Advertisers want to advertise next to positive content and target customers close by who have disposable income and the money to go out to eat. This translates to a long-term loyal customer for them. Coffee News® provides them that perfect “buy-local” vehicle at an affordable price. The hard copy format lasts longer in the hands and minds of potential customers. No clicks or switch of a dial to distract them away from the message. No Ad blockers or spam blockers stopping your advertisement.

Questions to ask…

  • What evidence to you have that print media is dead?

  • Where are you currently advertising now and what kind of results are you getting?

  • Who is your ideal customer?

  • Do you feel you are effectively attracting your target customers with your current advertising campaign?

  • What types of customers would you like to see more of?

  • Do you do any cross-promotion from one medium to another?

  • What marketing materials are you currently using to promote your business? (i.e. business cards, brochures, etc.)

  • How have you been targeted by local advertisers’ social media efforts? Can you recall any local companies who are targeting you by social media? How effective do you feel it is in motivating you to do business with them?

All advertising works, whether it be radio, television, print, online, etc. The smart business person spreads their advertising dollars around to effectively brand their business since they cannot reach everyone online, or on radio, or in the daily newspaper. Each medium has its benefits and targets different segments of the population. Coffee News® is a tremendous value for their advertising dollar.

Give us a call and let's discuss how we can supplement your advertising!


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