INMA report reveals that print advertising is at the heart of the marketing mix

Written by Mark Challinor, Manager of INMA’s Advertising Initiative, and INMA’s Ideas blog editor Paula Felps, The power and promise of print advertising distills lessons learned from INMA’s print advertising innovation master class in February and other association resources.

The power and promise of print advertising

rejects the idea of ​​print as an afterthought, urging news media companies to better educate agencies and media buyers.

The report examines:

  • what the research tells us
  • whether print is still attractive to advertisers
  • rethinking how we think about print
  • get the impression on the radar of media buyers, and
  • measure print ads and print ad effectiveness

While digital has captured most of the buzz in the news media world, print is far from dead.

According to the report, it is important to remember that print continues to offer compelling advertising solutions that cannot be realized in the digital space.

The report is available for download here.

A 2021 study by ThinkNewsBrands in Australia found that print ads had a longer lasting impact on readers than digital ads, and newspaper ads – both print and digital – outperformed those on the internet by up to four times. social networks and were twice as effective. Similar research is also found in other countries:

  • Global advertising spending in print newspapers increased 4.8% last year.
  • Printing revenues increased by 13% in India.
  • Printing accounts for 89% of newspaper revenue in Germany.
  • Printing derives 64% of advertising revenue from Folha de S.Paulo in Brazil.

The report examines successful print advertising strategies from around the world and features case studies drawn from:

  • India time
  • Picture
  • The evening norm
  • Torstar
  • Facebook
  • Folha de S. Paulo
  • Thingand
  • advertising manager Sir John Hegarty.

The report also highlights the pitfalls of print and explores how publishers can change their mindset to embrace new strategies, emphasizing the need to deliver fun, exciting, valuable and thought-provoking content.

The report is available free of charge to INMA members and registered users on the INMA website.

For more information, visit You can also follow INMA on Facebook and Twitter.

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