The Power of Print

One of print's major advantages over digital is its staying power. An advert printed in a magazine will stay alive for as long as the reader possesses the publication.For what it lacks in the potential for instant response, it makes up for in longevity and tactile shareability. Readers are more inclined to keep stacks of magazines and newspapers right in their homes, but they don’t generally save a news story or magazine they read online.Although it’s easy to share an online ad at the click of a button, most advertisers nowadays try to keep their ads short in order to cater to consumers’ short attention spans. This makes ads online fleeting, and fast, and thus less likely to be memorable.

Advertisers online also have the pitfall of having to deal with ad blockers, whereas print readers choose to view the content that they have purchased/obtained and have no choice but to view the ads contained within the newspaper or magazine. Another point to consider in terms of staying power is reader trust. This trust comes from a source of reliability and knowing where the content comes from. The editors’ and writers’ names — and even images — are listed in magazines and newspapers. The content is consistent, and the reader knows that they will always receive the weekly/monthly/quarterly edition of their print publication, without fail.

With the growing issue of #FakeNews online, reader trust is a major commodity. When readers see something online, their first port of call is to question its source and authenticity. When it comes to print, this does not happen.