The key to successful marketing is engagement, drawing your customer in through attention-grabbing content before rewarding them with a worthwhile offer or service. Print media works because it understands the needs of the customer. By picking up the print medium, they’re investing time and attention, actively seeking entertainment and information rather than allowing it to wash over them.
Print media offers a host of content areas: news, information, education, inspiration, special offers and entertainment, all of which generate engagement between the reader and the advertised brands. Indeed, advertisements are as much a part of the reading experience as the editorial content, with magazines and newspapers providing exactly the right context for a relevant brand campaign.
Whether it’s a retailer in a door-drop leaflet, an art auction in a catalogue, spring fashion in a consumer magazine, a car advertisement in a newspaper, or an article about energy savings in a customer magazine, all branded content is print-appropriate and gives a boost to any campaign.