Print Advertising Is Still Alive
How many times are we going to read a story about the death of print advertising? In the time it takes to read this article, we’re sure another 10 will be printed making claims about the ineffectiveness of print advertising.
Yet, despite all of the critics pointing to diminishing ad sales as a clear cut sign that print will soon be the way of the dinosaurs, there are still many examples of how print advertising has been powerful. Of course, there’s no denying that new systems will have to be put in place to accommodate the current market, but that doesn’t discount the possibilities of print ads being successful right now.
Big Businesses Still Turn to Print
Big brands are no strangers to print advertising. Just ask Burger King. Earlier this year, the fast food giant took out a full page ad in the New York Post and Chicago Tribune to make a pitch to its rival McDonald’s. What Burger King proposed was a one day pop-up shop where both companies would join together to make and sell McWhoppers. Although McDonald’s turned down the offer, Burger King trended across social media with over 39,000 mentions.
Paper Glasses Print Advertising Campaign
Talk about a powerful campaign. When Mexico wanted to do something to help children in poorer regions with their eyesight, they developed what was called the Paper Glasses campaign. What they did was cut intentionally placed holes into black paper. These holes were capable of changing depth of field. They inserted these paper glasses into schoolbooks together with an eyesight guide that got sent to millions of underprivileged children.
Print Ads Raising Awareness
What’s most underappreciated about the print advertising is the potential for creativity. None of that thinking was in place when It’s Not OK and Home magazine teamed up for their Paradise Hill campaign. What they did was use the editorial pages to show high-income homes. Within those homes, readers could clearly identify that there were signs of domestic unrest. Blood on a railing or broken chairs are just a few examples. The images were powerful and showed that domestic violence isn’t limited to families of lower social class.
The thing about print advertising is that you have to know what you’re doing. When used correctly, it can be powerful, like the examples we’ve mentioned. A solid print advertising campaign can engage your audience on a higher level and help elevate your brand to new heights.
To get there, however, you need a company with a proven track record of success. Macromark is that company. We have over three decades of experience in print advertising and direct mail marketing. We know the strategies to take that will ensure you reach your targets.
To learn more about how Macromark can help your next print campaign, contact us today.