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Finding Success with Print and Online Media

By Amy Xiong on Mon, Sep 26, 2011 @ 06:15 AM |

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newspaper resized 600Some people believe print media is becoming extinct and are eager to make the transition to online.  The thought is it is more convenient, cheaper and reaches a better audience. However, many have gone online exclusively and found the return is not quite as expected. They determined an integrated campaign including print and online are a better way to go.  Before delving into the argument of whether print or online is better, you need to understand the difference between the two platforms.

Print Platform:

Print media has subscribers who receive magazines or newspapers consistently or have readers who pick up the product because they find the cover or articles interesting. The audience for print media has less power over what they are seeing as the print is laid out in a specific order and format. They do not have the option of going back to articles from days, weeks, or months ago, unless they’re holding on to the old copies. In regard to frequency of print media, there is a longer time frame on the different articles and advertisements readers are exposed to. There is more flexibility with the font and design , which allows for more creativity. The functionality is also different. Print media is something that people take the time to read in their free time. It is also easier for readers to read and retain the information. The costs of print include ink, paper, binding, mailing, and distribution. Although print costs are typically higher, the research shows print produces the most revenue for publications. However, the landscape is changing.

Online Platform:

The audience of online media is more unpredictable compared to print media. The viewers typically come across online media through Internet searches. This causes online media to have a larger reach, but it is a less targeted audience. Many readers subscribe to online newspapers and magazines in similar fashion to print. Traffic being drawn online is extremely important; this means the frequency of the different articles and advertisements is updated daily compared and offers real-time news versus the at-most daily updates with print. In regard to font and design of online media, there is less flexibility, because the additional flashes and complexities may cause a longer load time. This leads to  losing viewers, distracting readers, and making it more difficult for readers to navigate. Readers also have more control on which articles they read making online more interactive. In addition, the costs involved are different. With online you have domain registration, hosting and support as the major expenses. Online media compared to print media does not have the same revenue model as print for the publications and is still figuring itself out.

Print media and online media are both great ways to obtain information on current events. Advertisers and agencies can effectively use both digital and print media for advertising. Typically advertisers have a preferred medium (print or online) or find success with a combination of both print and online media. The success stories to this point with an all digital approach are few and far between. In general, print and online media reach different audiences and complement each other well.

Mediaspace Solutions supports the combination of print and digital media. We assist our clients in maximizing their reach and hitting their target audience. The targeting methods differ but the capability in both mediums is available. In print you can use ZIP analysis to reach certain demos geographically. Your advertisement is guaranteed to be viewed by the right audience in particular cities or regions. At the same time online media can reach a larger audience. Targeting is based more on types of people viewing particular sites. Advertising on newspaper websites allows targeting based on the visitors to their site. These can be either regionally or nationally. For years Mediaspace’s focus has been on print advertising. For more than 11 years we have delivered results to advertisers wanting to reach particular demographics and publications. Recognizing the complementary nature of print and online media we are expanding our solutions to continue to deliver results to advertising agencies developing digital campaigns in order to allow them the optimal effect for their dollars.  

http://www.suite101.com/content/print-vs-online-magazines-a155014

http://publishing2.com/2007/07/17/newspaper-online-vs-print-ad-revenue-the-10-problem/

http://img.slate.com/media/66/MediumMatters.pdf

http://www.slate.com/id/2302014/pagenum/2


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