Wednesday, 10 December 2014

The Power of Print Adverts

Print adverts can seem out of vogue nowadays when digital is everywhere, but when done well it can have the biggest impact. According to a recent study, the key to creating a successful print advert is:

· To establish appeal – the main motivators are love, fear, greed, and duty

· Having a headline which grabs attention – appealing to self-interest, a news story, or creating curiosity

·  Appropriate and innovative use of images


One of the most enduring images from World War 1 is the recruitment poster of Lord Kitchener entitled ‘Your County Needs You’. First published by London Opinion during the war, the poster has become a residing image in the public in association with the war (although it was never officially used as a government poster). The powerful use of the eye contact and finger pointing, paired with the headline which appeals to self-interest and a sense of duty ticks all of the boxes of how to create a compelling piece of print advertising.

WW1 'your country needs you' poster

A more recent example of creative and effective print adverts would be McDonald’s. Over recent years McDonald’s have perfected the use of simple imaginative images to market their brand. Their simplistic design for their offer of free wifi brilliantly uses the fast food images to create the universal wifi symbol, tying the promotion in with their brand.
McDonalds wifi advertising poster

Whilst they are effective in their own rights, print ads can also be effective combined with other formats for a combined campaign. The Metro Trains video ‘Dumb Ways to Die’ was incredibly popular online, viewed over 93 million times on YouTube, and their print ads tied in perfectly with the theme and content of the video. Tapping into the success of the video, the ads portray the memorable scenes from the campaign with lyrics from the catchy song, using the popularity and originality of the video to create minimalistic posters which relate to train safety without directly referencing the incidents. 
Metro Trains advertising campaign

Monday, 29 September 2014

Stopping the Press: The UK's Oddest Newspaper Headlines

Everyone knows the importance of a good headline.
 
An exclusive, dramatic or exciting headline is a fantastic way of firing up sales and helping a publication fly off the shelves. 

Filling some of the UK's smaller town's papers with news must be a tough job in itself, let alone creating a stand out headline that gets that village or town talking. However it seems a few journalists really will go to any length to get the public reading their print. We've rounded up a couple of the best stop the press headlines that, erm, might not have quite stopped the press...














Friday, 22 August 2014

UK magazines lose 1million print sales in first half of 2014

The Audit Bureau of Circulations said this week that sales of paid-for weekly and monthly titles fell4.4% compared with the previous six months.

Publishers have been dealing with a declining industry for over a decade, the internet and digital publications providing tough and unrelenting opposition.

PressMagMedia - Print sales lose £1million
There are around 500 paid-for and free consumer magazines officially audited by ABC, 114 with a circulation of 20,000 or fewer copies.

News and current affairs publications were the most resilient. For example, The Week increased its print sales by 1.1% to 200,000 and its digital sales were up to 26,283. It charges digital subscriptions and bundles with the print product.

The UK edition of the Economist was down 3.5% on print sales, but digital sales grew 72% to 21,780. With an average combined circulation of 223,730, the Economist is the top selling UK news and current affairs title.

The main point to note here however is that only 70% of the Economist’s print circulation was paid for, with nearly 60,000 copies being given away for free.

Zoe Bale, head of press at media buying agency, Carat said:

"If you look at titles doing well in print and digital it is generally the ones with a high subscriber base or loyal readership, business titles like the Week and Economist and some of the food titles, that are doing really well.

"The reason the magazine sector struggles a little bit is that it is a fickle marketplace. There is much less [brand] loyalty than in say radio or newspapers. All publishers are looking to diversify, they are experts in content, so there is still huge opportunity."

Find out more about press advertising.

Thursday, 14 August 2014

Perfumed Magazines: Still More Than a Whiff of Success

Remember those magazines with perfume ads that allow you to smell the fragrance?

They still exist! Yes, we thought they must have been long gone too. Probably because we do all of our reading online, these days.

PressMagMedia - Magazine Advertising
But, according to a report from analytics firm, MediaRadar, perfumed print ads have had a fragrant year. In the first six months of 2014, magazines ran 17 more ads with scent strips for perfume and cologne brands than they did the year before.

The report looked at 177 consumer magazines and found 296 scented ads in total. Dior Parfums placed the most ads with scented pages, followed by Chanel, Ralph Lauren, Calvin Klein and Chloe, said the report.

Donna Kalajian Lagani, senior VP-publisher of Cosmopolitan said,

Hearst’s Cosmopolitan  title printed the most ad pages with scent samples at 48, followed by Elle and Time Inc.’s InStyle with 42 pages each.


"The best way to have women buy a fragrance is to have them smell it."

She went on to s the most effective approach to this is via 'magazine scent strips'.

George Janson managing partner and director of print for Group M, said,

"We know that in-book scenting generates trials and pays off in terms of ROI, plus, no one has really figured out a way to sample digitally."

Find out more information about press advertising

Thursday, 31 July 2014

The Power of Print in a Digital World

Print Means Power. Why? Because it does dammit. It just gets a raw deal when standing next to digital. So we're gonna fight its corner ...

We all know the significance of digital marketing and its prevalence in the modern marketing campaign. And we know that it is easy to overlook traditional formats of advertising.


PressMagMedia - The power of print in a digital world
@makeshoplive.blogspot.com


Technology moves so fast we’re often tripping over each other to be the first one to utilise or discover the next best marketing tool. Understandably so and an obvious approach; but this stampede of marketers and advertisers all rushing into the gorge towards the finishing line means that vital elements of a campaign can be overlooked.

So what elements are we talking about? And what business benefits are being missed?

By all means, continue forth with a digital strategy, it’s where consumers hangout and consume, it’s exactly where your brand or business should be.

But this medium is saturated with information and activity. And magazines and newspapers are not. Well, comparatively at least.

  • Firstly, physical press publications are tangible objects; readers can hold a publication, turn the pages, even smell them. It hits more of the senses, which gives weight to the argument that they are more interactive than even the most interactive touchscreens devices.

  • Magazines and press follow a tried and trusted approach to layout and format. We more or less know what to expect when we turn a page: there’s no pop-ups or annoying video ads to contend with, and so when a print advert is well executed it can make us really sit up and take note.

  • Information in the pages of a newspaper is static. This might seem like a negative at first glance but when we considered the transient and changeable makeup of the online world, the constant and unmoving nature of a newspaper advert starts to hold some weighty appeal. The ad isn’t replaced by another banner ad when you click off the page. It stays put in all its glory for you to look at, consider, absorb and return to time and again.

  • Ultimately - and this is what digital publishers are struggling to replicate online - the print consumer and readership is more loyal and less fickle than its online counterpart. Many publications have huge loyal fans and readers who have been buying these magazines for years and intent to keep doing so. This relationship has strong foundations and lots of readers will refuse steadfast to migrate solely online for their favourite publications.

This goes back again to the material and touchable nature of our favourite daily and weekly magazines.

So there you have it. Long live print and down with digital!

Not quite, but put your digital breaks on now and then and remember that a customer experience can start, and be influenced in different media. Press is just one option available to you. It stands out, it has high engagement rates and a loyal fan base.

Find out more information on press advertising

Thursday, 24 July 2014

Press Advertising - The Pied Piper of Digital

There is a lot being shouted about in the world of press and magazine media at the moment.

It seems the old mammoth of the advertising world is not finished just yet.

As online magazines continue to grow, they also continue to be inspired by the old model, with publishers hiring experienced journalists to write about topics that are usually the domain of our favourite weekly glossy mags.
Press advertising - the benefits
Press advertising

Topics such as travel, beauty, health and food are all getting more dedicated airtime in the digital sphere.

Digital publishers are creating equity in their products by positioning them as magazines. Applying the age-old term gives advertisers a reassuring nudge.

It reminds them that despite the digital medium, online magazines are driven by high-quality, editorial content; read by real audiences, invested in the content they choose to read. There is a tangible connection between readers and revenue.

Much like, yes, you guessed it - traditional print magazines.

The benefits of magazine advertising

So what’s the appeal? Why are digital publishers – in a time of technological change and endless possibilities still referring to traditional methods of doing things?

Well, firstly, the word ‘magazine’, as mentioned before is loaded with positive connotations for advertisers and publishers alike. It is suggestive of value to an advertiser, it promises storytelling and personality.

The traditional formats also have a loyal and trusted following. And, it is this sense of legacy and history on their side that they can wield at advertisers. Their buying and selling rates have been in place for a long time and this is where they maintain value in the product – regardless of how fast and ruthless the digital revolution becomes.

What’s more – the experience offered up by reading magazines remains unique. The medium requires people to concentrate in a way like no other; it’s different to watching screens, entirely more absorbing, and this is another USP of press advertising.

In the face of their rapid decline, print magazines still maintain a wide, broad audience and advertisers know this. This huge-reach is what businesses and brands need to keep in mind when considering where to advertise a campaign.

It might be easy to dismiss print press straight-up. Especially with all the hurried and breathless talk of digital being the go-to place for your marketing and advertising needs. And of course, it certainly is, even if the fragmented nature of online audiences is still being pieced together to make it a more cohesive medium in which to promote your business.

Just remember this: you’d do well to look into the benefits that are to be gained from print advertising.

So, in conclusion, digital may have won the battle, but print is winning the war where reliable and consistent revenue is concerned. 

Find out more about press and magazine media advertising.

Thursday, 10 July 2014

Where Should You Put Your Adverts Online?

If you’ve got a business, you probably want to advertise it to millions. But, do you ever feel like you’re missing a trick? 

Advertising on mobiles is the go-to medium at the moment, it’s interactive, it can target you audience like no other and as you’ve probably noticed, it’s right there in the hands of your audience.


Digital publishers and online adverts
Digital publishers - Effective place for adverts

But where do you advertise on a mobile, exactly? The choice is endless and so this should help you out a little ... we reckon you can't go wrong with news publishers.

If advertisers ever needed more convincing about the benefits of advertising on news and publisher websites, here it is.

The Telegraph online hit record viewing figures last month as 79 million people visited the site online and on their mobiles.

The growth included audiences viewing videos on telegraph.co.uk, with the number rising from 80% since last year. News and entertainment featuring journalists and well-known columnists are among those being viewed the most.

The growth can be seen across all age groups with half of the newspapers digital audience now under age 45. This is largely thanks to Facebook where the Telegraph has 1.5 million followers. This is up from just 594,000 in January.

“The latest numbers prove out our belief that the Telegraph is well-positioned for the future by marrying our core strength – distinctive journalism – with access to that journalism on every platform used by contemporary audiences,” said Editor-in-Chief, Jason Seiken.

Month-on –month, the publishing company also saw traffic from Facebook to telegraph.co.uk increased 79%.

The substantial growth comes after a major refocus on to digital products from the parent company, Telegraph Media Group.

If you’ve got a campaign and you’ve been thinking of advertising online but don’t know where exactly, let us help you choose the right publishers for your advertising.

Mobile advertising allows businesses to connect with their audience in ways that other formats cannot and your business could be just a few clicks away from a world of digital customers.

Find out more about digital publishing

Discover the world of press media