Reports

The Power and Promise of Print Advertising

Free for Members

US$795 Value

The research around how print advertising remains central in the marketing mix and how news media companies can leverage successful print strategies from around the globe is the focus of this report.

Key subjects covered in the report include:

  • What the research tells us
  • Whether print is still attractive to advertisers
  • Rethinking how we think about print
  • Getting print on the radar of media buyers
  • Optimising advertising revenue.
  • Measuring print ads and the effectiveness of print advertising

Featuring case studies from The Times of India, Bild, The Evening Standard, Torstar, Facebook, Folha de S.Paulo, Stuff, along with insights from legendary advertising executive Sir John Hegarty, the report digs into successful print advertising strategies from around the world.

Authors

Mark Challinor is a London-based media executive with a career focused on mobile, marketing, advertising, and digital. In addition to his role as INMA’s Advertising Initiative lead, Mark serves as executive producer of the association’s global Webinars.

Paula Felps is INMA’s Ideas blog editor and host of the weekly Live Happy Now podcast.

Who should read this report

C-suite at news media companies, advertising executives at print publications

Detailed overview

Research backs up what revenues show: Despite misperception of print advertising’s effectiveness, the ROI on print advertising works for advertisers, media companies, and audiences, according the report.

“The Power and Promise of Print Advertising” rejects the idea of print as an afterthought, urging news media companies to better educate agencies and media buyers. The report looks at:

  • What the research tells us
  • Whether print is still attractive to advertisers
  • Rethinking how we think about print
  • Getting print on the radar of media buyers
  • Optimising advertising revenue.
  • Measuring print ads and the effectiveness of print advertising

While digital has captured the bulk of the buzz in the news media world, print is far from dead. According to the report, it’s important to remember that print continues to offer attractive advertising solutions that can’t be accomplished in the digital space.

A 2021 study by Australia’s ThinkNewsBrands found print ads make more of a lasting impact on readers than digital ones, and newspaper ads — both in print and digital — outperformed those on social media by as much as four times — and were twice as effective. Similar research is found in other countries as well:

  • Global advertising spend in print newspapers increased by 4.8% last year
  • Print revenue has grown 13% in India
  • Print comprises 89% of newspaper revenue in Germany
  • Print pulls in 64% of Folha de S.Paulo’s advertising revenue in Brazil

Written by INMA Advertising Initiative Lead Mark Challinor and Paula Felps, INMA’s Ideas Blog editor, “The Power and Promise of Print Advertising” distills lessons learned during INMA’s Print Advertising Innovation Master Class in February and other association resources.

Featuring case studies from The Times of India, Bild, The Evening Standard, Torstar, Facebook, Folha de S.Paulo, Stuff, along with insights from legendary advertising executive Sir John Hegarty, the report digs into successful print advertising strategies from around the world.

The report also highlights the pitfalls of print and explores how publishers can change their mindset to adopt new strategies, emphasising the need to provide fun, excitement, value, and thought-provoking content.

By continuing to browse or by clicking “ACCEPT,” you agree to the storing of cookies on your device to enhance your site experience. To learn more about how we use cookies, please see our privacy policy.
x

I ACCEPT