ADVERTISING


ADVERTISING - IS THE TIDE BEGINNING TO TURN?


A CONSTANT source of worry for most publishers is the endless task of generating new advertising spend and retention of existing clients. Digital publishing has increased this challenge and we’ve seen a migration of companies moving out of print and into this format for their marketing campaigns.


@SG_Alliance


IS THE TIDE TURNING FOR PRINT


ADVERTISING? #PrintAdvertising


However, is the tide beginning to turn? Are companies experiencing problems with advertising on-line that they didn’t foresee ahead of them making this switch? Well the simple answer is yes which could (hopefully,) reverse this trend. A number of our


banking and financial institutions have cancelled their advertising spend with Search Engine provider Google after their adverts appeared alongside extremist YouTube clips. Not exactly what these companies signed up to when they invested in


Google. This is a huge and significant loss to Google and damaged their brand considerably. Prior to this, many other multi-national companies suspended their dealings with Google for the same reason including car manufacture Audi and fast food giant McDonald’s. Adding their voices of discontent include the like of Vodafone and Sky who have strongly urged Google to resolve this issue swiftly. Worrying signs indeed,


especially as the company controls 35% market share of all on-line advertising throughout the world. So will this lead to the return of magazines to the forefront of advertising? We hope so. And here’s a number of reasons to tip


the balance in favour of advertising in print. (Don’t forget to pass


these onto your advertising sales teams…….)


• Magazine advertising is targeted Use magazines to reach your target audience. Use a luxury, high quality magazine to reach affluent individuals, with disposable income to purchase your products.


• Making it relevant Readers can actually derive value from advertising. If relevant to the editorial, specific adverts will be accepted and enhance the readers’ experience.


• The Advert is constant They do not disappear when the reader clicks on to another website. They provide a permanent line of communication with the reader.


• Magazines are the start of the buying cycle. They influence potential buyers to begin their search for your product.


• Print is the world’s trusted medium A recent study based on 77 national advertising campaigns discovered that advertising in print generates a return on investment 22% higher than advertising on-line.


PROFESSIONAL PUBLISHERS


MAGAZINES TELEVISION ONLINE NEWSPAPERS CINEMA RADIO


OUTDOOR APRIL 2017 // ISSUE 6 For more info on S.G.A. visit www.stephensandgeorge.co.uk


ASSOCIATION REPORT Study of Return on Investment based on 77 national advertising campaigns


167 150 137 103 99 97 60


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RETURN ON INVESTMENT MEDIAN INDEX PER CHANNEL


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