Nikhil Sharma

Nikhil Sharma

Digital Evangelist Since 2006

Is Print The New Digital?

In an innovative campaign strategy, the combination of social media and print ads is a strong way to advertise your products or services. Though many would have you believe that social media and print advertising are too incompatible to work together, experienced marketers know that leveraging one’s influence will dramatically increase another’s success rate.

With companies such as Google and Facebook, the “duopoly” that has seen double-digit growth in ad spending with years, the growing market for social and search advertising is optimistic. Social media company’s growth rates differ by-product, with younger sites continuing to display the fastest growth.

Print media’s death reports are highly exaggerated. Although online publications have seen considerable growth in recent years, the truth is that 58% of readers still identify themselves as predominantly print-oriented, and 60-80% of publisher revenue is still derived from print. For most publishers, although electronic may be the path ahead, print quality should not be ignored or neglected. Subscriber characteristics vary widely, even in a single journal, and they all seek different perspectives depending on who they are, where they are, and what apps they use all day long.

With more knowledge about who viewers are and how they consume media than ever before, advertisers will find any option to keep their customers interested in customized packaged deals. Technology not only helps us to know what consumers need, but it also allows the execution of these services simpler for us. There may be an urge today to turn to all-digital, but the reality is that publishing is not only the lion’s share of income for most newspapers, it also serves the most faithful and dedicated subscribers. It’s still years away, even though the world is virtual.

If you want to get the news every morning at your window, you can get it. You don’t have to if you don’t want to. Print user is also an online customer, so they get the virtual quality and exposure to all digital channels they use because now we have streamlined product pricing points and the services. The argument here is that the client needs to be involved. It is still “fundamental” in the publishing industry, with many regular readers often dependent on paper. Transitioning print readers to online is an increasing must, but it doesn’t need to be a hurry–so publishers needn’t risk alienating paper-first subscribers.

The print doesn’t leave tomorrow, and since the longest-standing customers still will enjoy it, why don’t they keep receiving newspapers and magazines at their doorstep make it easy?


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