Recent Posts

Our Newest Web Project Launches

Aug 21—We are happy to announce the birth of our newest baby - a brand new website for Warkwyn Associates. Who? Warkwyn is an accomplished audio design and engineering firm. We are sharing this news with...Read More

Look Like Who You Really Are

Jul 30— Do you look like who you are? This question is not an “if a tree falls in the woods” Zen kind of question. What we are really asking is: "Do your graphics and other marketing...Read More

Redefining the word Customer

Jul 01—We recently attended the InfoComm trade show in Las Vegas and came away thinking about the meaning of the word “customer” and the way one’s definition influences a brand’s marketing...Read More

Point Of Sale Displays that Sell Product

Jun 17—You are already using the Internet, social networks and traditional media to reach the customer with your brand story. But if you’re not telling your unique brand and product story at bricks and...Read More

What do your customers think of you

Jun 03—A special guest blog by Wendy Price Some of you may say, “I already know what they think.”  Others of you might say, “I’ll just ask my sales people and account managers...Read More

Ten Print Advertising Tips

May 22—In our last blog we made a compelling case that print advertising is relevant and valuable even in this digital age. Now we turn our attention to a handful of basic techniques for making your print advertising...Read More

The Value of Print Advertising

May 07—We almost always include print advertising in our clients’ marketing and media plans. Sometimes we get the reaction “Print? Really? We hear that print is dead.”  There is no...Read More

Making Text More Readable

Apr 15—Words. Every marketer needs them. Sometimes you need a lot of words to get your sales message across. (In our imaginations) our readers hunger to fully understand the marketing techniques we...Read More

Retail Reality-Product Demos-and You

Apr 02—Remember when owning a decent stereo was a major life goal and when shopping in a hi-fi store was fun? We are unapologetically nostalgic for the days when retailers actively sold A/V products; when the...Read More

Ma Mark Marketing or the Importance of Email Subject Lines

Mar 19—Regular readers of the CE Marketing Prose newsletter may have noticed oddities in our last two emails. The February 19 edition went out with the subject line “Mark” in place of “Marketing...Read More

How to Stay out of the Trashcan or the Lessons Learned from a Parking Lot

Mar 04—Marketers of CE products should count themselves lucky. We have it easy; we’re selling fun stuff – toys that help people enjoy great music and entertaining movies and TV programming. But just...Read More

Five Ways to Make Time for Customer Outreach

Feb 19—“Time keeps everything from happening all at once." - Henri Bergson  If you’ve read our website or spoken with us about marketing you know that we’re absolutely rabid...Read More

Brands that Communicate Win

Feb 05—The most successful brands regularly keep in touch and stay top of mind with their customers (end-users and channel partners) via blogs, newsletters and social media. With the advent of new Google search...Read More

Content is Definitely King since Google Changed Search Algorithms

Jan 28—The word “algorithm” is the equivalent of Ambien – it puts most people right to sleep. So it is miraculous that we actually read the news about Google’s newest search engine algorithms...Read More

How Pawn Takes Queen

Jan 20—We would like all of our readers to believe we are the source of all marketing wisdom and insight.  While that is largely true, sometimes we stumble upon someone who has written an article that perfectly...Read More

Should High-End CE Companies Bother with Social Media

Dec 11—On several occasions clients have asked us whether it was worth their time and effort to participate in social media outreach. The tone in which the question was asked told us that the answer they wanted...Read More

Rants from the Frozen Tundra

Nov 25—A friend of ours from the land of baby seals* was inspired by our blog Turning Bad Consumer Reviews into Good  to send us a couple of rants regarding Big Mistakes he sees CE manufacturers consistently...Read More

Flying Without Navigation

Nov 13—Or how we learned to stop worrying and love the research bomb* Imagine you are on a jumbo jet for a 15-1/2 hour flight from LA to Australia. Just after takeoff the pilot announces, “Ladies and...Read More

Coal into Diamonds - Turning Bad Consumer Reviews into Good

Oct 26—We often advise our clients to allow consumers to post reviews on the company website. From the looks of horror on their faces you would think we had proposed offing Granny for the insurance money....Read More

Direct to Consumer Sales and Channel Stress

Oct 14—One of the many services we offer our clients is helping develop direct-to-consumer sales programs for their websites and email communications. When we’ve mentioned that option to some potential...Read More

The Top Twelve Things Your Website Needs To Do - Part Three

Oct 02—In our previous two blog posts we wrote about eight of the top twelve things a brand's website needs to do to be effective. If you didn't read Part One and Part Two you might want to...Read More

The Top Twelve Things Your Website Needs To Do - Part Two

Sep 17—In our last blog post we wrote about four of the top twelve things a brand's website needs to do to be effective. If you didn't read Part One you might want to do that now...................Done? ...Read More

The Top Twelve Things Your Website Needs To Do - Part One

Aug 28— It should be unnecessary to say it in this day and age but just for the record – Your website is the single most important weapon in your marketing arsenal. Don't believe it? When you're...Read More

May 07

The Value of Print Advertising

We almost always include print advertising in our clients’ marketing and media plans. Sometimes we get the reaction “Print? Really? We hear that print is dead.”  There is no doubt many print vehicles have died and many more are on their way, especially general interest and news publications. But that doesn’t apply to all print media. There is compelling evidence that specialty or “niche” titles are doing just fine and continue to be important for niche brands.

According to MediaLife.com:

“…niche publications that cater to a narrow audience, whether it’s hobbyists or Hispanics, have actually seen some big gains.”

Unlike [magazines] which target a broad swath of people with general news and advice that’s widely available online, these niche titles offer information that’s not commonly found elsewhere. They also tend to enjoy stronger reader loyalties.

Niche titles account for almost all of the circulation gainers in recent years. Close to home in the CE industry, specialty niche titles Stereophile and The Absolute Sound continue to deliver nice fat magazines (a good indicator of ad revenue). While Sound & Vision and Home Theater magazines have taken their lumps since their heydays, the new consolidated Sound & Vision now has 135,000 subscribers and had a spectacular gain in ad pages in Q1 2014 as did many other niche publications

Circulation and ad page numbers are not the only things to consider when evaluating print. If a publication only had 100 readers but they were the perfect audience for a brand, we would advertise in that publication. OK, that’s an exaggeration but you get the point. It’s not only the quantity of a medium’s audience that’s important; you need to focus on the quality of the audience and whether or not they have an interest in your type of product as well.

Those who continue to subscribe to a given niche magazine have high interest in the category, are loyal to it, are prime candidates to buy and are powerful influencers in their social circles.

Print ads are more powerful visually compared to most Internet banner ads and there is evidence that suggests that print ads are more potent sales tools as illustrated by this article in Gardner Business Media

“A study, conducted in 2012 by Dynamic Logic on behalf of the Magazine Publishers of America (MPA), measured the total increase in purchase consideration/intent for a variety of products. The results? Television [ads] accounted for a 30% increase, online [ads] tallied 13% in increase, but, dramatically, magazines represented a 56% increase. In other words, magazines blew the other two media away in driving positive shifts in intention to buy.”

Furthermore, print seems to be especially effective with luxury buyers. In a 2013 study showed that magazines ranked second among all ad channels for reach and effectiveness with household incomes of $250K and up. Add to that its long shelf life, pass-along circulation and high credibility and you can see why we believe carefully selected print media can be a good value for niche brands.    

Before Internet publishers jump down our throats, we believe digital advertising is also an important component of a comprehensive media plan. For some brands, digital may be the only way to go, particularly if the target audience is under 30 years old. We simply mean to point out that print is still an important marketing channel and the reports of its death have been greatly exaggerated.

In a later blog we will explore some important techniques to keep in mind when designing print advertising. Stay tuned. 

About CE-Marketing Pros
We’re a full service marketing/advertising agency specializing in helping consumer electronics brands and retailers compete more effectively. Former marketing executives with two of the most successful CE brands, Al Ballard and Paul DiComo help brands STAND OUT in a crowded and confusing CE marketplace. 

WE KNOW CE.

 

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