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

Datesort ascending 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 Print

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