10 key advantages of press
1. Press engages:
Reading press is a personal, thought-provoking and engaging activity, which satisfies curiosity and provides information. A reader is an engaged and aware consumer, able to choose – from a wide range of dailies and magazines – titles which meet their needs. A unique bond, long-term relationship between a reader and press titles is created as press is constantly present in a reader's private and professional life.
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Fashion, technology, news, advertisements and hobby: press focuses on readers' interests and communicates with them on educational, information and entertainment level. Press adapts to the readers' needs. Editors aim to make all the articles attractive to read and papers/magazines evolve in accordance with readers' expectations. They quickly react to the demands for change and provide information tailored to the readers' needs.
Magazines and newspapers are perceived as complete media and advertisements placed in press are considered an integral part of each issue. Both editorial and commercial content inform and entertain simultaneously.
Advertising evokes emotions, makes readers cheerful and curious. Consumers ponder and talk about the adverts and the products.
According to the research in women's magazines, most female readers associate reading with relaxation and intimacy, which affects the reception of advertising message. Magazines give impulse to conversations with friends (about articles, cosmetics, advice).
Based on FGI copy-tests.
2. Press involves:
When reading press, 90% of readers are completely involved in the activity. The main advantage of printed media is the fact that readers do not engage in other activities while reading. That is why the reception is uninterrupted and focused.
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The research shows that readers prefer reading in a quiet place when they can be sure they are not going to be disturbed. Press readers are involved other activities during press consumption less frequently than other media users.
Moreover, according to the research, TV viewers tend to get irritated by the amount of advertising on television and the practice of zapping (channel hopping) is quite frequent.
As many as 80% of respondents regard television advertising as the most annoying (radio advertising – 13%, press – 8%, cinema – 3% and outdoor – 2%).
Source: Pro Media House presentation, based on the research by Demoskop
3. Press sells:
The findings of numerous analyses and studies have proven that advertising campaigns planned with press in media-mix significantly increase the return on advertising investment.
Increased expenses in press enhance the effectiveness of sales promotion as successfully as television advertising.
Source: „Quantifying the sales impact of Magazine Advertising”
4. Readers generate results:
Press advertising stimulates and encourages consumers to act – making them change their opinions and purchase products.
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Advertising in printed media generates in-depth message. Consumers are able to learn more about the product thanks to more detailed concepts. Press advertising may contain elements absent or deliberately omitted in television commercials.
The link between advertising and a product/brand is crucial. TV advertising involves the risk that consumer's emotions may influence the reception of the intended message. Certain types of commercials arouse prejudices as they usually focus on the same elements (e.g. washing powder commercials). Moreover, celebrities appearing in commercials may affect the perception of advertising messages. Press advertising, on the other hand, may deliberately focus on different elements and use different means of expression.
Press advertising enhances and modifies the image, expands and spreads the message. A viewer understands TV commercials intuitively, whereas a reader is exposed to printed message for a longer period and is able to grasp more details.
5. Press advertising lasts:
Press advertising may be studied and analysed for as long as readers are interested, and they may go back to it many times, whenever they get hold of a copy.
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TV viewer is given only a certain amount of time, 20-30 seconds on average, to receive the message, even if they enjoy the commercial or are interested in the product.
The number of contacts with a press advert may be substantial, taking into account that most readers store copies of magazines and re-read the content several times during a week/month/year. Usually specialist, trade and hobbyist magazines are collected.
6. Press advertising promotes both brand and product
The benefits of using a product may be communicated continuously in the press.
Magazines and newspapers increase brands' competitiveness. Brands gain advantage and stand out because of more frequent and in-depth exposure. We know form experience that consumers choose brands they are familiar with more frequently.
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Editorial content provides information about the ingredients, effects and use of products. Presenting novelties or tests strengthens the product image, brand and packaging. An undeniable strength of press is the possibility of attaching product samples, which allows consumers to test the following, crucial when a decision about the purchase is made, features of products: smell, texture and taste. Samples are perceived as a token of appreciation and respect towards customers. Sampling in press enhances the brand's prestige. (Based on FGI)
7. Press reaches effectively:
An infinite variety of press titles allows for precise targeting various consumer groups. PBC readership survey and TGI consumer studies (together with editorial polls) provide information about socio-demographic data, lifestyle, status, interest and consumer behaviours. Consequently, advertisers may precisely define and reach target groups.
Topical diversity makes it easier to target and reach niche consumer groups. If you advertise in print media, you avoid making unnecessary contacts with users who are not your potential consumers. As far as narrowly defined groups are concerned, TV advertising is ineffective.
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Sometimes press is the only medium which effectively generates reach, e.g. luxury cosmetics are promoted only in upmarket lifestyle magazines. Specialist and hobbyist magazines are the only effective communication platform with consumers (DIY, architecture and design or travel magazines). Reader engagement is proportional to the level of magazine specialization – in “interests magazines” advertisements are read as carefully as editorial content.
Press makes it possible to run a campaign in a chosen area (selected regions, cities, e.g. regional press, inserts in selected regions or supplements in some copies). Moreover, it does not take long to produce a press advert in comparison with TV commercials.
8. Press builds credibility:
The bond between a printed medium and a reader is much stronger than any other relationship between media and consumers. According to readers, press provides advice and helps make choices. Magazines “speak” to their readers. Regular readers have favourite authors, write letters or e-mails to editors, take part in opinion polls and post messages on a title's Internet forum – they are active.
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Readers trust their favourite newspapers/ magazines and perceive the information they provide as credible. This trust and credibility enhance advertising message.
Consumers pay greater attention to advertisements in their favourite newspaper or magazine than to television or Internet commercials (even if they go with their favourite programmes/ appear on favourite websites).
Source: „Media Choices”.
9. Press attracts various consumers:
Newspapers and magazines are aimed at children, teenagers and adults. The more saturated the market, the greater the demand for precise strategies to attract particular target groups.
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Regular magazine readers are better-off, better educated and have more confident views and expectations than average TV viewers. In the case of niche, more sophisticated products it is advisable to advertise them in print media, radio and outdoor.
10. Press is a creative medium:
Press offers a wide range of options for advertisers. Apart from dozens of formats on regular pages a number of unique types of advertisements are available, e.g. booklets, bands, loose and glued inserts, inserts with fragrance varnish, bookmarks, etc.
Possibilities are practically endless and novel creative formats attract attention.
