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Print Media Found Dead: Some Argue it's Still Alive. More on the Story.


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There are still benefits to print media traditional marketing in a socially connected, internet-savvy world. All of the target markets for print media have not passed...yet.

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Print Media Found Dead: Some Argue it's Still Alive. More on the Story.

  1. 1. PRINT MEDIA FOUND DEAD: Some argue it’s still alive...more on the story >>>
  2. 2. INTRODUCTION Imagine our culture without any of this: Magazines >> Newspapers >> Direct Mail >> Billboards
  3. 3. INTRODUCTION New York City would something look like this:
  4. 4. THESIS Message to be planned strategically, with fully integrated multi- media marketing campaign to make it stick, as all advertising makes an impression Print media important because of mass appeal, audience reach/target customers and ease of integration
  5. 5. MASS APPEAL Tangible keepsake and promotes visual effectiveness Readership is still high, more engaging Visibility to a broad scope of demographics
  6. 6. REACH & TARGETS Opportunity of greater impressions to your potential customer Niche audiences, specific geographic locations Catered messages executed in a timely, controlled distribution Infographic by
  7. 7. EASY INTEGRATION Graphics are simple implementation to print submission Innovative in design and use technology with QR codes, hashtags Discounts and bonus insertions may be available Brand recognition through consistent message, competitive advantage Real Tweet Ad - social messages only reach those who are following you, or seek out your information. Tagging has potential reach to others, but not guaranteed. Example graphic representation of a mock-up Print Ad - message would reach those who may not know who you are Images from
  8. 8. ANALYSIS “Designed by Apple in California” COMPANY: Apple AD MEDIUM: Magazines LOCATION: Inside front cover two-page spread in each DESIGN: Images powerful, prominently display product and text placed exactly the same size in same location MESSAGE: “This is our signature. And it means everything.” - promotes brand representation & identity
  9. 9. This is our signature. And it means everything. - Apple, Inc. Ad artwork pictured to the right was found in my purchased GQ and Wired Magazines.
  10. 10. ANALYSIS “7.15.13” COMPANY: Hostess AD MEDIUM: Billboards LOCATION: Major cities across US DESIGN: Large close-up of product, brand logo and colors, with a simple date in white (on most, slogan on others) MESSAGE: “The sweetest comeback in the history of ever” - promotes brand loyalty & awareness
  11. 11. “ ” The sweetest comeback in the history of ever. - Hostess
  12. 12. CONCLUSION Print media still alive & well >>> Print media marketing still exists and is effective Utilize well-planned multi-media marketing campaigns and focused strategies Supports the brand and customers receive the message
  13. 13. RESOURCES AlShaali, S. and Varshney, U. (2005). On the Usability of Mobile Commerce, Int. J. Mobile Communications, Vol. 3, No. 1, pp. 29-37. Retrieved July 22, 2013 from http:// +Communications%22+AND+DT+20050101&bdata=JmRiPWJ0aCZ0eXBlPTEmc2l0ZT1laG9zdC1saXZl Briand, P. (2011, November 23). Will Baby Boomers kill the daily newspaper? - National baby boomer | Welcome to | Retrieved July 15, 2013, from Decker, S. (2013, June 28). Marketing Strategy - Three Steps to a More Effective Converged Media Strategy : MarketingProfs Article. MarketingProfs: Marketing Resources and Strategies for Marketing Professionals. Retrieved July 15, 2013, from Forbes. (2012, June 28). Print is Dead? Not so Fast. - Forbes. Information for the World's Business Leaders - Retrieved July 14, 2013, from 2012/06/28/print-is-dead-not-so-fast/ Gallagher, K. Parsons, J. Foster, D. (2001). A Tale of Two Studies: Replicating "Advertising Effectiveness and Content Evaluation in Print and on the Web", Journal of Advertising Research, Jul/Aug 2001, vol. 41, Issue 4, p. 71-81. 12 Charts. Retrieved July 22, 2013 from %40sessionmgr4&hid=20&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=5331616 Hunt, M. (2013, March 25). Across platforms, 7 in 10 adults access content from newspaper media each week. Newspaper Association of America. Retrieved July 15, 2013, from News-and-Media/Press-Center/Archives/2013/7-in-10-Adults-Access-Content-From-Newspaper-Media-Each-Week.aspx Kuang, C. (2009, July 8). Print Media Is Dying. Online Revenues Are Tiny. What If the Ads Are to Blame? | Fast Company | Business + Innovation. Fast Company | Business + Innovation. Retrieved July 15, 2013, from Lapowsky, I. (2013, July 15). Inside Hostess's 'Sweetest Comeback' Campaign | Small Business Ideas and Resources for Entrepreneurs. Retrieved July 22, 2013, from issie-lapowsky/inside-hostess-comeback.html Reitman, J. (2013, July 17). Dzhokhar Tsarnaev: Jahar's World | Culture News | Rolling Stone. Rolling Stone | Music News, Politics, Reviews, Photos, Videos, Interviews and More. Retrieved July 22, 2013, from Taylor, J. (2013, June). Is the Multi-Platform Whole More Powerful Than Its Separate Parts? Measuring the Sales Effects of Cross-Media Advertising. Journal of Advertising Research. Vol. 53 Issue 2, p 200-211, 12p, Retrieved July 14, 2013 from b48a-860df94f7c62%40sessionmgr10&hid=20&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=ufh&AN=88284794 Wasserman, T. (2013, June 25). Apple Doubles Down on California Focus in Print Ad. Mashable. Retrieved July 22, 2013, from Zickuhr, K. Rainie, L. Purcell, K. (2013, June 25). Younger Americans’ Library Habits and Expectations | Pew Internet Libraries. Pew Internet Libraries. Retrieved July 15, 2013, from http:// Photos and images are cited within the presentation and are from various sources with the exception of the first image, owned by Amber Felgenhauer. They are cited and appear in the following order as follows: Rolling Stone, Print Media Center, Full Sail Twitter account, Wired Magazine, GQ Magazine, LA Times, Hostess Facebook account, Chicago Business Journal and USA Today.