Print marketing is making a major comeback in India, with a new report by IPG Mediabrands stating that print media ad revenues grew to Rs 22,121.8 crore in 2018, and are expected to rise to Rs 22,424.3 crore throughout 2019.
In a world in which many online users have grown distrustful of the plethora of information accessed from the Internet, print is growing worldwide, in terms of distribution numbers, readership, and geography.
In an era in which information can be deleted, edited, and reuploaded in a matter of seconds, printed information has come to be no less than disruptive. “Verba volant, scrīpta mānentç” (“Words fly, written words remain”), says the old Latin proverb, and the permanence of script is just one reason why people have regained interest in print.
By the time information makes it to print, it will have been well researched and verified – unless, of course, the writer is impervious to his or her words – something that is highly unlikely in publicity and information-based or technical text.
Print Has The Ability To Engage Readers For Longer
Print provides a higher engagement factor than online information, and it makes sense, considering that the average Indian audience member has so much competing online input onhand at all times – think Instagram, news channels, Facebook, Twitter, etc. Attention spans are becoming shorter, with many websites attracting just a few seconds of attention from their reader. A recent Canadian study, however, found that “direct mail requires 21% less cognitive effort to process than digital media, suggesting it is both easier to understand and more memorable.”
Another study by researchers at Temple University also found that engagement, emotional reaction, memory, desirability for a product, and valuation of a product or service were also higher when print was utilized.
Print Ups The Trust Factor
One way to really stand out against your competitors is by gaining their trust. The Indian Readership Survey Q1 2019 showed that print is a trustworthy medium for audiences. As noted by Raj Jain, CEO of the Times Group, however, using print does not mean failing to avail of the best that digital has to offer. After all, “the consumer today is an avoid user of all media and all mediums play specific roles in his/her life.”
What Are The Challenges Of Print?
Printed content requires more work. So many templates exist for online websites, while filters, editing apps, and features such as stories make social media easy and ‘instant’ means of communicating with your clients. Print is different.
To be considered high quality, it requires forward planning, the use of high-resolution, professional imagery, and accurate, grammatically correct text, since last-minute corrections are impossible. However, companies can get around time constraints by relying on professional designers and printers, or perhaps even considering adding a small design department to their existing structure. Companies can also buy stamps online in bulk to avoid time wasted at the post office and make more efficient use of their employees’ schedules.
Choosing The Right Things To Print
Print will require a bigger budget than simply uploading content to your website or social media. Therefore, it is vital to establish the frequency and type of material your company can benefit from printing. In addition to being used in direct advertising, print can also be used to share key industry information, to inform your audience of new regulations and laws in your industry, or simply to invite them to enjoy the type of lifestyle your company stands for. You can begin by establishing a schedule and starting off with a small run for VIP clients, eventually expanding your mailing list dependent on the type of feedback you get.
Print contributes a significant amount to the total advertising revenue in India, accounting for almost 41.2%, according to the India Brand Equity Foundation. You don’t have to use print simply to send catalogues or ads to your clients. Print can also be used to establish your business as an authority, to boost brand loyalty and trust, and to add dashes of nostalgia and luxury to your communications with clients.