In third world and developing countries, independent surveys have revealed that the print media still stands tall over the digital or electronic media when it comes to advertising and reading. Despite changes in media consumption in recent decades in Sri Lanka, consumers continue to have most trust in advertising in newspapers contrary to surveys or researches conducted by some agencies which reportedly promote the digital or electronic media for certain reasons using the current changing trends in this developing country.
There’s no doubt the power of the printed word still rings true and has great value when evaluating
advertising unlike the ‘few seconds trailers’ or brief ‘spots’ that appear and disappear giving precedence to entertainment in the electronic media. A true, accurate and a correct survey ought to be conducted by independent bodies to establish the truth between print and electronic media advertising in this country.
The print media provides more space to the advertiser and allows the consumer more time to absorb the value of the product. Some consumers save such advertisements manually for reference. Print media advertising is the tangible source. Such printed material stay with the consumer at their homes or offices for a long period. They just got to refer, open and read unlike plugging and spend time till a saved text or material appears on a screen. The consumer or the reader feels that he legitimately owns the material as he could resume reading at any given time.
Printed publications such as newspapers, magazines, brochures or branded print material are the excellent path to establish any brand of advertising material for recognition. The print in quality carves a permanent image of the advertising product in the minds of the consumer. That is identified as the best mode for brand recognition. Based on such criteria, beliefs that are upheld that the print media is dependent of the electronic age is totally unfounded.
In reaching the target market,
advertising on print media helps the advertiser on the proper placement of their product to reach a target audience, be it the niche market or the general consumer. Leverage of the data of demographics, the advertiser reserves the right to place the brand in the right place at the right time to attract the right audience. Unlike in the electronic media on a ‘seconds per visit’ operation, printed material engages the consumer or reader for a longer period of time.
Global surveys conducted in developed countries like the United States, Great Britain and the West reveal that more companies are now reverting to print media advertising as the electronic media pathways of access overflow with unsolicited advertisements and junk material uploaded through ignorance. These companies which have studied the current trends have now begun to share a major marketing and advertising segment of their annual financial allocations with the print media designing a list of strategic marketing and advertising initiatives.
A recent neurological research conducted in New York has
identified differences in ways people process information presented in print and on screen. This research has found that readers of print maintain their capacity to read longer print material since the reading situation doesn’t offer so many distractions. Readers focus full attention for the content be it an advertisement or an article. Deep reading cultivates deep thinking. The display and content of an exciting advertisement moves the reader closer thus benefiting the advertiser. All these factors available in the print media help the advertiser in a great manner. That is why advertising in print media is beneficial and important.