Home Business Printing How is Print Media Affecting the Local Economy?

How is Print Media Affecting the Local Economy?

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Since digital media became popular, the discussion around the effect it would have on print media. As new digital methods continue to expand and grow, some believe this could be the end of traditional media as we know it. In the debate, one side claims that digital is king, while the other insists that traditional media still holds appeal. Both arguments have merit, but the idea that print is dead is mistaken.

Print media remains dependable as ever. Consider too that 80% of people never click on an online banner ad. If this is the case, then is contending with online competition and using your marketing budget for online strategies worth it for that small 20% of the population who will actually click on your ad? Print media offers the receivers something to grasp in their hands, something real — for example, through leaflet distribution.

Print media is still a hit

People in the UK still enjoy reading magazines despite the rise of digital media. In the UK, 63% of adults read physical copies and only one in ten adults read online versions. With monthly magazines from big names such as Vogue, Cosmopolitan, and Elle; the best way to get your advertisement noticed is through monthly magazines.

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For local businesses, print makes up a large part of their marketing strategies. From leaflet distribution to magazine advertisements and local newspapers, your campaign becomes tangible for the reader. Giving your audience something physical to hold in their hands and read brings your campaign to life and into reality. For audiences, what they are holding is something real to engage with. A digital advertisement can disappear in seconds into cyberspace, but a magazine, newspaper leaflet can stay in houses or offices for months.

With social media advertising, you face the competition from other digital advertisers. It’s likely that you won’t be at the top of your audience’s newsfeed for long.

How is print distribution beneficial to the economy?

The print industry has a positive effect on the economy. Local newspapers are one of the biggest contributors. Direct Letterbox Marketing, providers of leaflet distribution, looks at different newspapers in the UK and views their performance.

The research found that in the second half of 2014, the London Evening Standard paper circulated 824,515 copies — an increase of 21.9% from the previous six months. Although smaller publications, such as the Sunderland Echo (18,876) and the Birmingham Mail (30,597), were among the worst-performing titles, they still circulated in the thousands during this six-month period. There is clearly still a market for regional papers despite the rise of online news platforms. The local, paid-for newspaper publications help to put money back into the region.

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The rise in takeaway popularity is increasing the need for print in local areas too. As new businesses open around the region, leaflet distribution is one of the best ways to spread the word. Whilst some people consider direct mail to be a bit of nuisance, it makes people aware that you exist and there is a reason which the method is still being used — it is a trusted and traditional form of marketing. For new businesses, it draws locals towards your brand. Food and dinner trends have evolved too, meaning more and more people are choosing to eat out or order takeaways instead of having a traditional homecooked meal.

The appeal of eating from takeaways and in restaurants has become more affordable — something that local takeaways are capitalizing on when using print media to advertise their services. And of course, this leads to a return on money invested by the business, improving successful economic development in the local area.

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