The rise of digital media has led to a rapid increase in available information. The amount of material available on online has risen at a staggering rate. How then in this media landscape can you make your brand stand out. Remember only 1 in 70,000 searches clicks through past page 3 on google.
Within this 3000, 2.5 pieces of print are delivered to homes each day, 74% of these are opened and 78% of those opened are opened immediately. Now we have your attention we would like to discuss some of the unique qualities of the printed page that can greatly help your marketing plan.
Where young people are constantly online, using social media, shopping and doing school or university work, they do not want this to be interrupted.They do not however receive post, print is an effective way to reach this target group as they pay attention to it.
Fashion and Beauty magazines attract about 50% more young readers than they did in 2001! The celebrity magazine has more than doubled its readership among young people in the past 10 years.
“Kids find the website and then realise there’s an actual printed version, and then move onto the paper,” Cox said. The editor of children's newspaper First News believes its impressive ABC figures show an appetite for print among a generation brought up with the internet.The weekly paper was one of the best performers in last week's ABC consumer magazine figures, recording a year-on-year circulation rise of 18.5 per cent."When we first launched First News I think everyone thought we were crazy," she said. "We were told that children weren't interested in news and that if they were they'd read it on the internet."But I felt in a country where we have such a culture of newspaper-reading adults, it seems strange that there wasn't a newspaper for kids so we launched it anyway."Cox also claims the newspaper has far more readers than its circulation figures suggest, as nearly 30,000 copies are distributed to schools.She said: "The readership is high - well over a million because a lot of copies are in schools. That's been a big part of our success."We work quite closely with schools - we do a lot of school campaigns - and so our popularity has spread by word-of-mouth."According to Cox, "awareness" is the key issue behind First News' extra 12,000 readers in 2012."Our issue at the beginning was awareness and it still is," she said."But people who find us tend to stay because they like the paper [and] we're consistently adding people as more and more find out that the newspaper exists."Despite the growth in readership, the newspaper's editorial team size has not been changed since its launch, with six journalists working on the print copy.Meanwhile, two extra staff now work on the website, which forms a big part of First News's success."Kids find the website and then realise there's an actual printed version, and then move onto the paper," Cox said. "The paper is only weekly so the website is updated all the time and we tell children who read the newspaper to check out the website."
Content. The printed page is fixed,you have control over what you want to put in it,what colours you will use, what font types and what paper you will use.Digital has to compete with different screen resolutions, different operating systems, internet browsers, all affecting the impression that the consumer gets. And all adding cost to adapting each layout to suit the device. In Mail order – the number one reason for returns as stated by Scots of Stow is the item is the incorrect colour. RG- you are viewing this on screen so the quality is not exactly how I wanted – using a projector I have never used before. I have left a copy on your seat of content which I am delivering exactly how I planned you to view it.
“just going to talk about a few…..”
Print is accessible. Often delivered directly to the consumer. Print can be picked up, moved around and shared with friend. You don’t need an internet connection, battery power or mobile phone. Picked up, flicked through and returned to time after time. When browsing and buying from IKEA, the consumer wants to look at the product in the room they want to buy the furniture.
Brands influence consumers at each stage through different meansPrint can have a strong influence at various stages
Reading from the printed page can influence our minds without us even realising it. The unique experience influences awareness, motivation, emotion, memory, recognition and visual perception.
Because the printed page is something we can touch, fold, crease and scribble on it is much easier for our brains to remember. The printed page creates a place in our minds, this place increases memory and recall.
Print is personal – activity when reading a favourite magazine is similar to when looking at pictures of loved ones “I trust the advertiser more when they are advertising in a magazine I trust”
Supported by research from Oxford University Press – On how reading speed, proofing, comprehension, and tangibility are effected when reading on screen.
People prefer things that are easy to think about, things that have an easier cognitive fluency. Cognitive fluency refers to the subjective experience of the ease or difficulty of completing a mental tsk. It refers not to the mental process itself, but rather the feeling people associate with the process.Fluency is important because of its power and influence over how we think about things, importantly it effects pervasiveness.
In a digital world, print can help you stand out from the crowd.Physically placing your brand in a readers hand, the printed page can act as a clear call to action driving a reader online to digital content. And the good news for print is that, despite all the hype about mobile and social media, print still has a part to play when it comes to creating successful, cross-media campaigns.But getting the mix right is crucial. For example, email marketing is understandably popular, due to its relative cheapness, but earlier this year Pitney Bowes published research that pointed to falling email open rates in cases where email was the only contact point with consumers, with 53% of some 5,000 respondents reporting negative perceptions about email intrusiveness – more than double that for direct mail.61% of marketers use Print to increase traffic to a brands website; firms often find that good old print offers a cost-effective and reliable way of breaking the iceResearch by the UK’s PPA (2008) showed that reader exposure to a magazine campaign will increase a products sales revenue by 11.6 percent.EXPORESS GIFTS!!!
Digital will always have an advantage when it comes to purchasing - online purchase, next day delivery and online returns means mail order shopping is far easier. The difficulty which exists now is making customers take notice– this is where print plays a crucial role.Adding magazines to a mix of TV and internet increases purchase intent by 15% (Dynamic Logic 2009) Adding magazines to a mix of TV and internet increases brand favourability by 44%
Sustainability of the publication printing business
Today we are continuously exposed to competing mediamessages…. Process 3,000 Pay attention to 52 Remember 4 2 Source: From Insights to Action – DMA Strategic Summit 2011
Where does print fit in within that 3,000? 3 Source: Royal Mail Tracker Survey 2010
What percentage of 18-24 year olds prefer readingfrom paper than from a screen?A. 0-20%B. 21-40%C. 41-60%D. 61-80%E. 81-100% 0% 0% 0% 0% 0% % % % % 0% 0 0 0 20 -4 -6 -8 0 0- -1 21 31 61 81 4
Young People like receiving mail Young people want mail, they want post, and they want print 5 Source: Prinovis Customers
Customer magazines remain strong with a young audience 6 Source: APA 2011
Newspapers aren’t just for “grown ups” “We were told that children weren’t interested in news and that if they were they’d read it on the internet” 63,903 50,441 38,075 2007 2010 2011 First News UK circulations 7 Source: First News
Many assume that email and social media should be the prioritychannel for teenage shoppers – That is not always the case. As a result of receiving a posted customer magazine, more than any other age group, 18-24 year olds are more likely to… …fulfil a transaction online... ..pass the title to their friends.. …and are twice as likely to notice brand advertising. 8 Source: APA 2011
What is the number one reason for mail order returns?A. It was the wrong sizeB. It wasnt the same colour as on screenC. I just didnt like it 0% 0% 0% it z e e . l.. si lik co ng t n e ro m id w td sa e us th he Ij tt as n w as It w It 11
You control exactly what your content looks like 12
You control exactly what your content looks like Colour 13
Right-click here to download picture. Layout Digital has to compete with different screen resolutions, different operating systems, internet browsers, all affecting the impression that the consumer gets. And all adding cost to adapting each layout to suit the device. 14
Do you right click to download pictures in emails? A.Yes B.No s 0% 0% o Ye N 15
Print has a number of unique benefits, the qualities of the printedpage can influence the consumer throughout the purchase cycle. 20 Source: Lavidge Steiner Model
Print ENGAGES our minds unlike any other channel 21 Source: Millward Brown
Print acts as a PRIMING AGENT The Physical connection of print encourage higher levels of activation in the readers brain - creating place which increases memory. 22 Source: Bangor University Study for The Royal Mail in association with Millward Brown.
Print encourages higher levels of EMOTIONAL connection Print results in high levels of activation in emotional centres. fMRI images show neuron activation when reading a “favourite” magazine similar to that of looking at images of a loved one. 23 Source: Neurensics
Print gets your ATTENTION – and keeps it!Material presented on screenevokes responses associatedwith greater difficulty inmaintaining attention. 24 Source: Bangor University Study for The Royal Mail in association with Millward Brown.
Print encourages better DECISION MAKINGPrint results in morefluent decision making.This ease of readingfrom print generates apositive feeling effectingour decision makingprocess and allowing upto make a decisioneasier. 25 Source: Bangor University Study for The Royal Mail in association with Millward Brown.
We’ve spoken about some of the unique qualities of print that enhance and complement customer experience. In a multichannel world Print is one of manyimportant means of communicating with our audience. 26
Print drives you to digital content Print can help you stand out from the crowd, it is a tool to drive your customers online. 27 Source: The Guardian – Who Says Print is Dead
Print enhances multi channel campaigns – it makes uspurchase 28 Source: Magazine Publishers of America 2008
Print enhances multi channel campaigns – it makes uspurchase Without brand you are just another commodity on the internet. 29 Source: Magazine Publishers of America 2008 & Dynamic Logic 2009
Do you fast forward TV adverts at home? A.Yes B.No 0% 0% s o Ye N 30
The print experience is different – over 50% of readers seemagazine adverts as an experience enhancer TV advertising skipped by 83% of viewers Only 2% of online surfers feel that online video adverts are memorable Mobile users are even more resistant to advertising, only 1% can recall a banner ad on an iPhone or iPad. Even the mighty Facebook is struggling to monetise mobile advertising Source: Millward Brown: Measuring the effect of magazine advertising and Synergies with Television and Online 31 Source: The Guardian
Publication printing does have a future but, don’t just take it from me… 32 Source: Cathie Black, President Hearst Magazines
33 Source: Cathie Black, President Hearst Magazines
The publication printing business faces challenges,however the future of print is bright: Print continues to gain peoples attention Younger generations continue to engage with print Neuroscience indicates that print impacts consumer are engagement Print has unique benefits, and we have to make sure that these benefits are heard 34 Source: Cathie Black, President Hearst Magazines
Richard Gray – Managing Director UKRichard.Gray@prinovis.com+44 (0)151 494 4544