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I Heard that Print Media was Dead

When we hear about print media, we typically think about newspapers, magazines and the like, but print media really encompasses a broad range of things. Signage of any kind can appear on the front of a building, on billboards, or on public transportation. There’s also political signage, direct mail, banners, business cards, brochures and even signs to sell your house or car. The list goes on and on.

Back in the day, the emergence of radio and TV had little effect on the print media industry. Digital has simply become an additional medium to add to the mix, much like radio and TV. However, there is still a perception today that anything in the printed form will eventually become obsolete.

Traditional hard news dailies feared this, so jumped on the bandwagon and transformed their business models in hope that they could better serve and reach more readers. As a result, the unanticipated consequence of this naturally killed off subscription revenue, since readers could get it free online. That lack of revenue caused layoffs as they could not pay their staff of writers and editors and cover their large overhead.

Coffee News® is very much a different niche altogether since it is a weekly entertainment publication distributed free to restaurants and other waiting areas, providing “active” engagement. People pick it up because they want to. Advertisers want to advertise next to positive content and target customers close by who have disposable income and the money to go out to eat. This translates to a long-term loyal customer for them. Coffee News® provides them that perfect “buy-local” vehicle at an affordable price. The hard copy format lasts longer in the hands and minds of potential customers. No clicks or switch of a dial to distract them away from the message.

Questions to ask yourself…

  • What evidence do I have that print media is dead?
  • Where am I currently advertising now and what kind of results am I getting?
  • Who is my ideal customer?
  • Do I feel you I am effectively attracting my target customers with my current advertising campaign?
  • What types of customers would I like to see more of?
  • Do I do any cross-promotion from one medium to another?
  • What marketing materials am I currently using to promote my business? (i.e. business cards, brochures, etc.)
  • How have I been targeted by local advertisers’ social media efforts? Can I recall any local companies who are targeting me by social media? How effective do I feel it is in motivating me to do business with them?

All advertising works, whether it be radio, television, print, online, etc. The smart business person spreads their advertising dollars around to effectively brand their business since they cannot reach everyone online, or on radio, or in the daily newspaper. Each medium has its benefits and targets different segments of the population. Coffee News® is a tremendous value for their advertising dollar.

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