PRINT VS ONLINE ADVERTISING
Published on: Jan 14, 2019
Be Afrika will soon be launching a print edition, content that would be different from its online counterpart. You could say that online will be a continuation of the print edition. Finding advertising for online is not easy in Kenya, so this fueled our decision to go into print. So we started thinking about how we could sell advertising on these two different platforms, in a way that would benefit both us and the client.
We read plenty of text about the issue, but this article just hits the nail on the head. So we open 2019 with ‘Something Borrowed’ an article from Chron.com. Enjoy!
Print and digital advertising are better suited to reaching different demographic groups than other forms of advertising. Digital advertising helps cast a wider geographic net toward a specific kind of customer, whereas traditional print advertising is often more effective at driving business at a local level. Exploring how each form of ad reaches the reader, and how much those ads cost versus how much they return on the investment, is important in deciding what ad scheme is best for a particular company or product. However, tech savvy entrepreneurs and small businesses now have the tools to determine the results of the advertising budget, at least on the digital front.
One major advantage of digital advertising is that it is a variable cost form of advertising, meaning that an ad campaign is more easily scalable to a specific fixed budget amount compared to the flat fees associated with running an ad in print. Perhaps the most important advantage to digital advertisement is that the digital ad can be interactive. That interactivity can take the form of a simple video clip, a brief flash game or even scale all the way up to an interactive video game sponsored by and highlighting the advertiser, depending upon budget constraints. Interactive ads of any source provide a more memorable experience for the ad’s viewers than simpler printed advertisements.
When to Use Digital Ads
Companies on a budget can carefully focus on a very select digital ads target demographic in order to maximize their ad campaigns’ impact per dollar. Simply put, a digital ad has the potential to offer an advertiser greater control over who sees it, which means less money wasted on people who have no interest in the general subject of the ad. Digital advertising is also particularly helpful for generating useful marketing information, since most proprietary systems of digital advertising – such as Google AdWords and Facebook Ads – offer additional information regarding user trends and successful referrals. The advanced level of customization and the added information generated by digital ads mean that when money is in short supply, digital ads are the best solution to most retail and remote service-based business needs.
When it comes to print media advertising, circulation is everything. The more circulated a printed publication is, the more readers the included advertisements receive. The downside of print advertising is that even when placed in well-read publications, the ad may simply not apply to many of the readers. To counteract the sometimes lackluster readership response to a print advertisement, a company should post the ad in a topically relevant magazine. For example, an ad about a new novel would be better placed in a short fiction magazine with a similar genre, rather than the local newspaper. Offering a coupon or special discount code on retail products or services in the ad can help a company determine its effectiveness in generating new sales.
Tips for Using Print Ads
(A different article described advertising in print magazine as a way to have your ad in front of people’s faces, getting out from underneath the digital clutter.)
Even in this highly technologically focused era, print ads still have their place as effective tools to generate buzz surrounding a product or service, and even generate sales. In many cases, when a member of the community wants to find out about upcoming local entertainment events, he looks to the local newspaper because of its locally limited circulation, making it a great place to advertise a for-profit event. Print ads are also particularly effective when advertising for vacant positions in labor and skilled trades because virtually anyone can afford a newspaper, even the unemployed, whereas computers and therefore digital ads require a certain level of affluence to even access. Companies trying to make a large impact on a niche market with print advertising should consider taking out a lavish full-page color advertisement in the publication of their choice, since smaller advertisements are more easily ignored by readers in a hurry.