Finding the Right Balance Between Print & Digital Media

Despite the migration of many forms of media to online platforms, print media still remains a relevant and effective way to reach customers. For your business, it’s important to understand how your customers desire to consume content and find the right mix between your digital and print media.

Digital vs print media

Interestingly, recent studies comparing the effects of print and digital marketing found that in fact direct mail was easier to process mentally and led to better brand recall. Print advertising was found to activate the ventral striatum area of the brain (an indicator of desire and valuation), more than digital media did. This is because printed material is considered more ‘real’ and meaningful to the brain and engages spatial memory networks. It also triggers emotional processing which is important for brand associations.

A study from Two Sides found that 88% of people surveyed said they retained information better when they read physical print, and 81% would prefer to read print on paper if given the choice. Hence, despite our world becoming increasingly digitalised, there’s still an important place for print media in today’s society. While digital magazines, newspapers and advertising will continue to grow, it will never fully replace the tangible quality of print.

Across the industries…

Determining the right mix of digital and print media for your business will depend upon your industry and customers. It’s important to avoid investing money on platforms that won’t reach your target customers. Research your industry and the consumers you’re targeting to ensure you’re making the most of opportunities to connect with your customers both online and offline.

Journalism industry

Print circulation of newspapers and magazines has declined over the last 10 years, however this should come as no surprise given the rise of digital media consumption. But considering the above research, it’s important for businesses to avoid writing off print media altogether. Both digital and print have their own advantages and disadvantages.

One thing to note about media consumption is that consumers have ever decreasing attention spans and have an expectation that constant, personalised and engaging content is available to them via mobile and tablet devices. The advantage of digital media is that it allows consumers to easily share content with friends and family and spark discussions with others, leading to much higher engagement.

However, consumers also draw value from reading print media. Print journalism offers consumers a memorable and leisurely experience through turning the physical pages. You should also note the link between print and digital media, and how they coexist.

The coexistence of print and digital media provides a seamless integration of media into every aspect of our lives and means we are constantly connected. Providing both print and digital versions of your publication, whether it be a newspaper or magazine, means you’ll be able to take advantage of both platforms and therefore reach a wider audience and satisfy the consumption desires of all your consumers.

Marketing and advertising

Like the news industry, the greatest ROI achievable through marketing is by combining digital and print media. Traditional print publications are now producing online versions which offer a new avenue for advertisers to connect with their audience.

Print media offers choices like different size and allows marketers to better reach specific groups. These days, specialist magazines covering men and women’s health, food, rock music, and cars, are increasingly popular. By targeting magazines relevant to your industry, you’re able to reach a captive audience that’s already receptive to content-focused advertising messages.

Readers of these magazines also tend to not discard them in a hurry, resulting in your advertisement having a longer life, being passed between family, friends and colleagues. The high quality and glossy finish of magazine pages also means your brand is represented in a professional and neat way.

On the other hand, the benefits of digital marketing is that it’s relatively cheap in comparison to print. It also provides geotargeting options meaning you can target customers based on location and whether they’re part of a niche group. Finally, digital advertising means constant exposure 24 hours a day, from anywhere.

Ultimately, your choice of print and digital marketing strategies will rely on your budget, but the take home message is that marketers should take advantage of the unique features of both platforms to reach a wider audience.

Balancing digital and print media

A mix of digital and print media will provide your business with the greatest visibility in the right places. Print media is not going anywhere, so learning how they coexist can have great benefits for your company, whether you’re in the business of journalism or marketing. Ultimately, no matter what your mix of digital and print media, it’s important for you to ensure that all your media complements each other in an integrated manner.

Need help with organising your digital or print media? Not sure how to get the finished product that you’re looking for? The friendly team at MVP Print are ready to help you with all your design and printing needs so contact the industry experts today.