In today's advertising landscape of social media–driven ad campaigns and the lightning-fast pace of the algorithms they adhere to, there is still a need for the novelty of physical print. Digital advertising's valuable qualities of accessibility and wide reach, ironically, highlight one of its biggest weaknesses—the oversaturation of content that leads to a disconnect between the ad and the targeted audience.
Advertising on the internet, because of how it’s embedded in every aspect of digital life, creates an annoyance, like a buzzing fly that is designed to distract you from your task in the most algorithmically effective way. Now, this isn’t to say that digital advertising isn’t effective in its pursuit to build brand recognition, but recognition is only half the battle when it comes to advertising. The other half is the brand’s story, what the ad is trying to tell the viewer.
The story of an ad is more than the final, glamorously showcased product. It’s also the process of its creation, including its medium and the choice of physical or digital placement. These are factors that may not be evident from the peripherals but are recognized subconsciously. Whenever you buy a magazine and feel that distinctive, glossy softness of the paper stock against your fingertips, you become a part of the story—from the original brief, to the writing itself, to the printing house, and then to the magazine stand you picked it up from. There is a pride in buying and owning that magazine, something special about your making the decision to engage with that advertisement that I believe can’t be replicated digitally.
In a typical Google search or scroll through social media, users are constantly bombarded by ads that all equally beg for their attention. It would be like walking down the street and being accosted by different salespeople every other step you took. You may listen to the first few in earnest, but after the 10th pitch, you'd want to escape the situation as fast as you could. In contrast, print advertising sits comfortably in the corner of your eye on that walk, subtly but continually building a connection that you may not even realize until you buy those new shoes you read about in the paper.
Aside from the strategic considerations, print media can also be a signifier of a deeper interest in a brand. Unlike social media, consuming print media requires more effort than picking up your phone and scrolling—so, the choice of print over digital means more.
It may sound as though I’ve been harping on about the pitfalls of digital and the triumphs of print, which is technically true. But with deep sincerity, I believe using both mediums of advertising is essential now more than ever for reaching the minds of modern-day consumers and building a connection that fosters true brand loyalty.
