Print media has been a vital part of communication for centuries, but many people wonder if it still matters in our modern digital world. The truth is, lots of readers still love the feel of a physical newspaper or magazine, enjoying the depth and permanence that print offers.
In this article, we'll explore different types of print media, share some examples, and highlight why they're still important in today's communication and PR landscape.
- What is print media?
- Print media - advantages for your PR strategy
- Print media disadvantages
- Digital media - advantages for your PR strategy
- Why you should combine digital and print media?
- How to monitor print media?
- PR campaigns – print media examples
- Print media examples and types
Monitor your mentions in the non-digital world as well. Keep your finger on the pulse with Prowly's broadcast and print monitoring features.
What is print media?
The print media definition refers to all forms of physical publications that are printed on paper, such as newspapers, magazines, books, and journals. It is seen as a traditional medium for spreading information and advertising.
Print media vs. digital media
Besides the obvious aspect of the medium, print and digital media vary in many other aspects. Check them out below.
Print media - advantages for your PR strategy
Need a list of the pros and cons of print media? There it goes:
1️⃣ Credibility and trust
Credibility may be perceived as a big pro when it comes to your PR strategy. The tangible nature of print materials can leave a lasting impression, increasing the likelihood that consumers will remember your brand.
2️⃣ Tangible presence
They say once online, always online.
However, print media can be revisited multiple times, extending their impact and reach. No links, internet or even power is needed. Bet there are some print materials in your family relic's box that proves the point.
3️⃣ Targeted reach
Print media examples, such as fashion magazines or political journals, show that this media allows you to target specific demographics and interests through publications tailored to specialized groups.
4️⃣ Sensory experience
Print offers an opportunity for stunning visuals and impactful design that can leave a lasting impression.
The reader does not need a big HD screen to see all the details. Different media forms use a variety of paper stocks (thicker, matte, glossy), which can enhance the overall perception. The feel, smell, and look of print materials can create a unique and memorable sensory experience alone.
5️⃣ Complementary to Digital Media
Print can work in tandem with digital campaigns to create a more comprehensive marketing strategy.
You can add a QR code to the print leading to curated digital materials and create a coherent user path.
💡 Looking for tips on how to get featured in a magazine? Check out our step-by-step guide.
Print media disadvantages
➖ Higher costs
What does print media include in general? Designs, distribution, inventory – all these are costs indicating the material price (both for you and your readers).
➖ Environmental impact
Cutting down trees to publish your announcements does not seem very green. Moreover, their production requires significant amounts of wood and water, contributing to deforestation and water scarcity. Let alone the fact that print materials often end up as waste in landfills.
➖ Longer lead times
Another example of print media cons is time consumption. Especially, when it comes to larger print runs or complex designs. Moreover, this can take several days or even weeks. And last-minute changes or updates to content are difficult and costly to implement.
Digital media - advantages for your PR strategy
➕ Wider Reach
Digital platforms have a significantly larger audience compared to traditional media, allowing for broader brand exposure.
➕ Real-Time Engagement
Social media and online platforms enable instant interaction with your audience. Two-way communication allows you to connect with your followers and strengthen your bond.
➕ Cost-Effective
Digital media often requires lower budgets and higher return on investment (ROI). You can easily establish your online presence with minimal investment!
➕ Measurable Results
Digital platforms provide detailed analytics and metrics, allowing for precise campaign tracking. You can establish KPI's and follow their execution.
Digital media disadvantages
- Information Overload. There is so much content online, it can make it difficult to stand out and reach your target audience.
- Shorter Attention Spans. The internet lives fast. With constant distractions, capturing and maintaining your audience's attention can be challenging.
- Privacy Concerns. Data privacy and security issues can lower trust and damage brand reputation.
Why you should combine digital and print media
Here come the synergy effects.
Both digital and print media examples should be used in order to boost each other's effects. Here is why you should use your various print media types to complete your digital appearance.
#1 Wider reach
Using both print and digital media allows you to reach a broader audience.
For example, if you aim for the Baby Boomers and gen X, the first group will be easier to reach through print media, and the latter may follow both.
#2 Increased brand awareness
An integrated approach helps build brand recognition.
With consistent messaging across both mediums, you reinforce your brand's identity, making it more memorable. This may lead to greater trust and loyalty among consumers.
#3 Enhanced engagement
Print media often enjoys a higher level of trust. It is more persuasive in driving consumer action.
A tangible brochure or direct mail piece can encourage immediate response, such as visiting a store or using a promo code. While digital media offers unparalleled interactivity and real-time data on audience behaviour, print media provides a more tangible and lasting impression.
#4 More calls to action
More medium equals more calls to action placements.
For example, a brochure can prompt the audience to visit a website via a QR code. Digital ads can encourage users to subscribe to newsletters. This creates various opportunities for customer interaction and conversion.
#5 Innovative integration techniques
Bridge the gap between the physical and digital worlds.
Incorporating QR codes, augmented reality, or interactive elements (like links) into your print materials allows you to connect your offline audience with your online content. This way, you can create a dynamic and engaging experience.
How to monitor print media?
#1 Manually
Manually monitoring print media is a time-consuming but essential task for PR professionals seeking in-depth insights. Here's a step-by-step guide:
- Determine which newspapers, magazines, and trade journals are most relevant to your industry and target audience.
- Schedule regular visits to libraries or newsstands to review these publications.
- Use keywords related to your brand, industry, or competitors to scan articles quickly.
- Create a system to save articles (either physically or digitally).
- Review articles for mentions, sentiment, and potential opportunities.
Challenges of manual monitoring:
- Requires significant resources and manpower.
- May miss smaller publications or online-only content.
- Analysis can be influenced by personal experiences.
- Difficult to track trends and measure impact over time.
💡 When it comes to tracking print marketing examples, it can be a time-consuming job to follow mentions manually and react to them.
#2 With a media monitoring tool (aka using different tools for different sources)
There is no need to say using the right tool will save you some time.
However, handling multiple tools may be inefficient and also take time of their own.
You see, there are various categories of monitoring tools. And some of these solutions cover channels others don't have access to. For example, you can use media monitoring tools, news monitoring tools, social media monitoring tools, print & broadcast monitoring tools, etc.
If you just need to track social media, it's easier. It is usually enough for a social media manager. But in most cases it is not enough for a PR professional.
The constant need to switch between software, keep up with payments... It takes a lot. It also means analyzing mentions and often moving the same data across various tools and generating multiple reports on fragmented data alone.
In other words: repetitive tasks and lower efficiency.
💡 Not sure how to monitor the right mentions? Check out this guide full of tips and best practices that will show you how to do media monitoring.
#3 With a robust media monitoring tool
Perks of using a robust media monitoring tool like Prowly? With such a tool you can:
👉 create intuitive dashboards
👉 analyze print mentions in detail, track top articles by outlet circulation, mention count, reach, Share of Voice, and sentiment
👉 and utilize outlet categories as filters for deeper analysis.
Tracking print media examples means automated analysis of print media mentions.
And now Prowly can provide you with access to global, national, regional and local newspapers, trade publications, magazines, and business journals. All thanks to the LexisNexis database.
And there is more.
💡 As part of Prowly's print monitoring service, you can access both print and online mentions, including paywalled articles, for a comprehensive view of your brand's coverage. Dive deep into the data with customizable filters for outlets, dates, and other criteria to uncover actionable insights.
What is more, the new subscription plan offers a comprehensive suite of tools and features designed specifically for your unique needs. Whether you're a small agency or a large enterprise. Experience the power of having personalized media insights at your fingertips.
You can quantify your campaign's success by meticulously tracking brand mentions and media coverage. With advanced filters, you can dissect your results or analyze top-performing outlets. Gain actionable insights to refine your strategy and optimize future campaigns.
PR campaigns – print media examples
#1 Apple - "Shot on iPhone" campaign
In 2019, Apple launched the "Shot on iPhone" campaign. It aimed to showcase the photographic capabilities of its devices. This campaign included striking images taken by users and displaying them in print ads in high-profile magazines and newspapers.
Print Media Coverage: The New York Times and National Geographic featured these ads, highlighting the quality and versatility of the iPhone's camera.
PR relevance: This campaign reinforced Apple’s brand as a leader in smartphone technology. Moreover, they leveraged user-generated content to create an authentic bond with their audience.
#2 Coca-Cola - "Share a Coke" campaign
There was a time when Coca-Cola bottles had people's names on them. The campaign encouraged sharing and social interaction over unique bottles.
Print Media Coverage: Major magazines and newspapers ran ads showcasing the personalized bottles and the stories of people sharing a Coke. There were also OOTH assets.
PR relevance: This campaign personalized the brand. It created a direct emotional connection with consumers and encouraged social media sharing, which was boosted by traditional print media coverage.
#3 Volkswagen - "Think Small" campaign
This iconic campaign from the 1960s introduced the Volkswagen Beetle to the American market by emphasizing its compact size.
Print Media Coverage: The minimalist and humorous ads appeared in numerous print publications, including Life magazine.
PR relevance: It transformed the perception of small cars in America and is considered one of the greatest advertising campaigns of all time, significantly boosting Volkswagen's brand recognition.
#4 Burberry - "Art of the Trench" campaign
Burberry's "Art of the Trench" campaign showcased people wearing Burberry trench coats as photographed in various urban settings.
Print Media Coverage: The campaign appeared in high-end fashion magazines like Vogue and Harper’s Bazaar.
PR relevance: This campaign celebrated Burberry’s iconic product while engaging with consumers through user-generated content, bolstering both its luxury and personal image.
#5 Procter & Gamble (P&G) - "Thank You, Mom" campaign
P&G’s "Thank You, Mom" campaign was launched during the Olympics. It aimed to honor the role of mothers in their support of athletes.
Print Media Coverage: Print ads appeared in family and lifestyle magazines, including Good Housekeeping and Parents.
PR relevance: The emotionally resonant campaign strengthened P&G’s connection with family values and showcased its support for the Olympic event.
Print media examples and types
#1 Newspapers
National and local newspapers are essential PR tools for reaching a wide audience.
Securing placement in prominent publications like The New York Times or regional outlets such as The Chicago Tribune can greatly boost brand visibility. PR professionals can utilize these platforms to share press releases, feature stories, share opinion pieces, and conduct interviews.
Examples:
- A feature story about a company’s innovative product in The New York Times.
- A press release about a local event or charity drive published in The Chicago Tribune.
#2 Magazines
You can publish in consumer magazines and trade magazines.
Titles like Vogue, Time, and National Geographic offer opportunities for in-depth articles, interviews, and advertorials that reach specific demographics.
Industry-specific magazines, such as Adweek and Wired, provide targeted reach to niche audiences. PR professionals can use these to showcase industry expertise and thought leadership.
Examples:
- An interview with the CEO in Forbes covering the industry and company milestones.
- An in-depth article about the latest advertising trends in Adweek highlighting a successful campaign by your client.
#3 Brochures and product catalogs
Brochures and product catalogs are valuable placements as well. Brochures are essential for events, and trade shows, offering detailed info about a company’s products, services, or history to support sales and marketing efforts. Product catalogs focus on product offerings, providing in-depth specifications, and benefits. They are particularly effective for both B2B and B2C communications.
Examples:
- A brochure distributed at a trade show that details a company's history, mission, and product offerings, used to attract potential business partners.
- A comprehensive catalog mailed to potential customers showcasing a new line of eco-friendly products, complete with descriptions and high-quality images.
#4 Annual reports
Corporate annual reports are aimed at shareholders, investors, and regulatory bodies.
They give comprehensive information about a company's financial state, strategic initiatives, and plans. Annual reports are key tools for building transparency and trust with stakeholders.
#5 White papers
These reports provide in-depth analysis and insights into specific industry issues, trends, or innovations. White papers may help you establish thought leadership and credibility in a particular field.
Check what's in it for you
So, there you have it – print media isn't dead, it's just evolving.
While digital might grab all the headlines, print still packs a punch when done the right way. It's all about finding that perfect mix of old-school charm and new-age smarts.
By understanding its strengths and weaknesses, you can create print campaigns that truly bring you benefits.
