The notion that ‘print is dead’ has become a common catchphrase in recent times. However, this statement is overly simplistic and lacks nuance. Print will only cease to exist when advertising itself is no longer relevant, and it’s safe to say that advertising is not going anywhere in the near future.
Some people and businesses may resort to making bold, attention-seeking statements in an attempt to attract interest and generate business, but it’s not always the most effective way of communicating ideas. At Rev PR we take a more measured approach, presenting information in a balanced and well-rounded manner.
Down but not out
As a PR agency, we work with the media on a daily basis, and that includes contacts from various channels like print, online, social media, and broadcast. While it’s true that the size and reach of some print outlets has diminished, particularly as they pivot to digital content, it certainly doesn’t mean that print is dead.
Online newspapers and magazines, as well as independent news sites and blogs, always crave fresh content. It’s the nature of the beast! However, the lifespan of a digital article can be short-lived, lost in the constant stream of new information. That’s why print media still has a very real and important place in our world – and your franchise recruitment strategy.
Interestingly, print is also making a comeback among niche audiences, which is where many franchise prospects are found. Trade publications and enthusiast magazines are great examples of this.
Moderate effectiveness of media channels
The 2021 Nielsen Marketing Report showed that in terms of moderate effectiveness, print ranked 4th at 20.77%, after social media, email, and search. Not bad for a corpse.
Additionally, younger generations, like millennials and Gen Z, are placing less trust in online media as concerns about fake news and fact-checking rise. Editorial content, like newspaper articles, are still seen as some of the most trustworthy sources of information.
Rebelling against digital overload
There’s also a growing trend of unplugging from digital media and taking breaks for our mental well-being. Here, print media finds its place once again. The tangible nature of print, whether it’s the smooth feel of a glossy magazine or the rustling of a newspaper, is comforting and satisfying in a way that digital media can’t match.
Hard copies are still appreciated during moments of relaxation, like weekends, holidays, and evenings.
Don’t put all your eggs in one basket
When it comes to PR and marketing strategies, one size does not fit all. Instead of asking which form of media is better, ask yourself if you’re reaching your audience in the right places, with the right messaging. And if you have a good mix of coverage across multiple channels to ensure multiple touchpoints with your prospects.
If the answer is yes, then there’s no difference in the value of print and online media coverage.
So, to sum it up, print is far from dead. The idea that it is, is just a scare tactic used to polarise audiences. Now that’s dead.
We regularly share PR advice and posts like this to help you make the most of your PR activity. To make sure you don’t miss out, follow us on social media: LinkedIn, Twitter or Instagram. And, if you fancy a chat about this in more detail then get in touch – we absolutely LOVE chatting about this kind of thing.