5 reasons why print advertising works

Reading on paper is slower and deeper, meaning the reader remembers the content better afterwards, whereas reading on screen is faster and more in ‘scan mode’. The length of the text is a very important factor. If a text is long, people often choose a printed version which is easier to read more carefully. I guess this is one of the reasons that schools are still using textbooks far more often than tablets or other digital devices.

When reading on paper the reader is more focused in their attention, less distracted and has less anxiety related to interruptions or multitasking. Just think of all the pop-ups, notifications and other distractions that you encounter while reading on your smartphone, tablet or laptop. I myself use two screens, so I always have the added distraction of my second screen on top of the other distractions.

Paper-based reading is widely associated with better transfer to long-term memory and clearer comprehension.

The comprehension and memory are enriched by the multi-sensory experience of touching the paper and turning the pages whilst reading printed content. And who doesn’t love the smell of a freshly printed magazine?

In the case of advertising, print advertising activates neural activity associated with desirability and reward, which makes the reader feel good. Ensure you create a need that the consumer can satisfy, such as the need for more information or the need to make a purchase. Satisfying that need will make the consumer feel better due to the dopamine released in the brain.

Looking at the points above, you can see the differences between print and digital advertising and, most of all, why you should combine them both in your marketing mix!

Do not ignore the consumer’s need in print, but instead use it to explain and give more information to the consumer when they are ready for it – i.e. whilst reading a relevant magazine! Consumers are more engaged, more focused and more willing to process information when reading printed content. Use this opportunity to place advertorials, articles or case studies about your product or brand.

Combine the advantages of print with the quick way of processing information on digital screens to create the perfect marketing mix!

Do you want to know more about print advertising? Ask your questions to one of our marketing advisors via the contact form or check our print advertising page.