MarketingSince digital media became a widespread hit among marketers, print ads has never been the same. Many marketers today would rather have their brands projected in monitors and screens. Nevertheless, according to some experts, print ad has just experienced what they call as a “hibernation” stage and was quick to add that it will again emerge as a standard in the industry. One can argue that such statement is scandalous, but there is a reason for such comments.

Marketing is all about staying relevant and such can only be achieved by bombarding people with the right information about your brand and what it stands for. The year 2014 saw another defeat for publishers of newspaper as well as magazines. In fact, 91 magazines from Canada and the United States ceased publishing, almost a half of the 51 recorded the year prior to that.

Records also show that in 2013, revenue from the newspaper end only registered an estimate of 51% of what it used to earn a couple of years ago. Such alarming number greatly puts the life of the traditional media in a questionable state.

The decline in revenue has also puts its toll on the work force as companies have begun letting employees go just to make ends meet. According to a research, an estimate of 700 jobs was cut in 2013 alone. While others commenced with downsizing their operations, some companies chose to increase the price of their subscription. A move, which can be risky given the present circumstances and the position of print media in the macro scale.

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Despite all these however, experts believe that print is here to stay. They suggest that the people who are left reading printed materials are the ones considered as the most engaged, which is a desirable trait, from an advertising perspective.

Print’s most difficult challenge now is demonstrating the ad’s ability to engage people despite different alternatives. Experts however believe that there is a solution. Britt Fero, executive vice president and head of strategy in the Seattle office of New York-based ad agency Publicist said in an interview that, “Print is interesting because it actually provokes people to read it,” He added that “Just buying it or getting it in the mail provokes the reader to engage in a way that digital doesn’t. If you have time to read a magazine, then you’re going to really engage with the ads in there. Print ads should inspire you to look at them even longer.”