Print publishers continue to prove that quality matters. The high-quality content delivered from print publications serve a very engaged audience. There are many advantages for utilizing newspapers and magazines to connect with audiences. Much like other matured mediums the editorial content is expanding as they move to online platforms allowing brands to tap into their loyal audience in unique ways. For the old souls that like the feel of a newspaper or magazine, those readers are often more affluent and often very active readers. The earliest forms of media to accept paid advertising were in newspapers and magazines. While the print industry has seen a lot in their days, the ability to reach affluent, niche, and engaged consumers remain an important branding tool.
America's True Pastime
When we talk about television we’re not talking about the TV your grandparents grew up with, we’re talking about the new age of television viewing. Almost every household in America has a television set and people are spending more time using it than ever before. This includes broadcast, cable, and over-the-top (OTT) platform viewing. While television continues to evolve the ability to reach the masses, the data behind television viewing is granular and offers many of the same audience targeting features that most think online channels can only deliver. When we talk about the digital age television is part of the conversation. Brands benefit most from television’s dominant pervasiveness and ability to use sight, sound and emotion to leave a lasting impression on viewers.
The Everywhere Medium
Some call this medium television’s cousin and with more than 15,000 radio stations across the country and the growth in satellite and streaming radio it’s a medium you can’t ignore. From your car, to your hair salon, to your favorite store and restaurant it’s quite literally everywhere. That’s why when the Radio Advertising Bureau did a study they found that 62 percent of shoppers listened to radio 13 minutes before purchase. The oldest electronic advertising medium has remained powerful with its local appeal and targeted audiences. The ability to create a visual image in the listeners mind with a high frequency and flexible messaging continues to influence consumer behaviors and the media culture we live in.
Out of Home
From billboards, park benches, city busses, and cinema out-of-home advertising is a great way to make a bold impression in targeted geographic areas. In the out-of-home category size does matter and many of the mediums allow brands immersive ways to engage with their audience none other can deliver. Mini Cooper, for example, made headlines with their innovative promotion that sent key fobs to their existing owners. When they passed the digitally enhanced outdoor billboards, personalized messages would appear, like “Motor on Stephanie!” The out-of-home category is broad in scope and allows advertisers to reach their target even by activities like at airports or grocery stores to associate routines with a certain brand or product. Size and mobility are key factors to why many brands use outdoor placements for message reinforcement.