Newspapers and magazines are traditional and trusted advertising channels. Newspaper ads can be adjusted easily and targeted to audiences at every market segment - local, regional and national. Magazines can have both a broad appeal or be topic specific.
Although they have a longer lead time for ad placement, they offer many opportunities for repeat handling. As smartphone and tablet technologies continue to evolve, so too has the interactivity of print media. For example, print advertisers can now incorporate digital elements into print, such as Quick Response Codes (QR) and personalized URLS (PURLS). These digital elements can steer a consumer to a company’s website, helping bridge print and on-line marketing. Research pertaining to the effectiveness of traditional print marketing strategies in the digital era can be found on this page.
Print Research and Case Studies
|Date||Title||Document Source||Publication||Marketing Channel|
|3/2012||Is An Advertisement Worth The Paper It's Printed on? The Impact of Premium Print Advertising On Consumer Perceptions||Research||Journal of Advertising Research||Direct Mail, Print|
|1/2012||Marketing to the American entrepreneur: Insights and trends from mass‐market print magazine advertising||Research||Journal of Research in Marketing and Entrepreneurship|