Print Strategy: Why Print Advertising Still Works
While a large portion of the budget goes toward digital channels, print remains surprisingly effective for many target audiences and industries. A print strategy defines which formats—from traditional ads to flyers—serve which purposes, as illustrated by the overview of print advertising in newspapers and magazines, which makes it clear that print should be used in a targeted manner rather than across the board.
Why Print Isn’t Obsolete
Print media reaches target audiences who have long since become desensitized to digital advertising and is often viewed with greater trust than online ads.
Real-world example: For regional craft businesses, print often has a stronger impact than any online ad—a simple flyer in the mailbox still builds more trust in many industries than a social media ad.
Print also often comes across as more credible when it comes to topics like regionality, skilled trades, or premium products, because it can’t be clicked away and is perceived more consciously than a banner in a feed. Studies on advertising effectiveness also consistently show that tactile media linger longer in the memory than digital ads that are quickly scrolled past.
- Print comes across as more credible than banners
- Can’t be clicked away, perceived more consciously
- Particularly effective for regional content and artisanal products
- Tactile media linger longer in the memory
- Trust is often higher than online
Formats Within a Print Strategy
- Newspaper Ads for Reach and Brand Image
- Brochures and catalogs for products that require explanation
- Flyers for regional, limited-time promotions
- Business stationery as a daily brand touchpoint
- Direct mail for targeted, personalized communication
Target audiences for whom print is particularly effective
Not every target audience responds to print in the same way. Older target audiences and professionals in certain industries often still read trade journals or daily newspapers regularly, while younger target audiences are hardly reachable through these channels anymore. A sensible print strategy therefore carefully considers which target audience can actually be reached through which medium, rather than using print indiscriminately for all target audiences alike.
- Older target audiences still read trade journals
- Professional audiences prefer print media
- Younger target audiences are hardly reachable via print
- Adapt media selection to the target audience
Print as a Complement to Digital Channels
A modern print strategy rarely works in isolation. Materials such as brochures, catalogs, and point-of-sale materials incorporate digital messages and lead back to the online channel via QR codes or short links. This combines the tactile appeal of print with the measurability of digital channels, rather than treating the two worlds as separate.
- QR codes connect print with online
- Short links lead back to the channel
- Tactile appeal meets digital measurability
- Don’t view print and digital in isolation
Technical Fundamentals of Implementation
A print strategy stands or falls on the technical precision of its implementation—for example, regarding color space, bleed, and resolution of the print data—as described in the ordering guidelines provided by online print shops. Errors at this stage lead to costly reprints. The article on print media in the digital world also illustrates how print is holding its own in the digital media landscape overall.
- Check color space, bleed, and resolution
- Errors lead to costly reprints
- Careful handling of print data is essential
Measuring the Success of Print Campaigns
A common objection to print is that it is difficult to measure compared to digital channels. However, with unique QR codes, dedicated landing pages, or special discount codes for each print medium, it is certainly possible to track the success of individual print campaigns. It’s important to incorporate these measurement points into the print strategy from the very beginning, rather than improvising them later when the print run has already been produced and formats can no longer be changed.
- Unique QR codes for each print medium
- Dedicated landing pages per campaign
- Use discount codes to measure success
- Plan measurement points from the start
Budget Planning for Print
Print campaigns often have longer lead times and higher fixed costs than digital ads, due to factors such as layout, printing, and distribution. A realistic print strategy therefore allows for sufficient lead time and factors in fixed costs from the outset, so that a project does not fail just before the print deadline due to a lack of budget or unrealistic timelines. By respecting these lead times from the start, you can avoid costly last-minute changes and seamlessly integrate print initiatives into the broader campaign calendar alongside digital activities, rather than treating them as isolated, standalone efforts disconnected from the rest of your communications.
- Plan for Longer Lead Times Than for Digital
- Include fixed costs in the calculation early on
- Last-minute changes are expensive
- Integrate print into the campaign calendar
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