In an era of digital and online advertising, it is no secret that print has certainly struggled with declining page counts. But the idea that all areas of print have declined is mistaken. In fact, large companies like L’Oreal, Pfizer, and P&G continue to allocate big money towards print.
The real question is why?
With nearly $4 billion spent in 2017 (Q1), it is clear that print continues to play an important role in today’s advertising landscape.
In a recent analysis of consumer advertising trends, MediaRadar discovered that ad dollars spent in 2017(Q1) declined by only 6% YoY. While much has been made about the fall of print, said fall is cushioned by increased placement rates in certain markets.
Print publishers in Niche and Enthusiast categories, have displayed substantial growth in print estimated spend YoY.
Enthusiast groups, like Art, show strong improvement with a 42% increase in estimated spend:
Although the way people consume content is evolving, those interested in specific categories are still engaging in traditional ads.
From 2015 to 2016, Birdwatching (+45%) and Cheerleading (+19%) were among categories with significant page increases among the niche markets.
Here are 3 critical reasons why print is effectively speaking to niche audiences:
- Advertisers reach their specified target through niche publication subscriptions
- Print ads are less disruptive, engaging consumers longer than digital screens
- The ad’s placement is more transparent which protects its brand and message
Of course, even Niche and Enthusiast categories shouldn’t simply rely on print but rather leverage a mix of formats and ad types. Advertisers are finding more and more value in cross-platform campaigns. An estimated 29% of print advertisers placing ads with the Association of Magazine Media (MPA) also run digital campaigns.
Offering integrated print inclusive packages will ensure publishers maximize their ad sales potential.