This latest installment of the media planning and buying series explores print and social media advertising.
Media planning and buying can be a mysterious, though necessary, component of a paid media strategy. Knowing how, and where, to reach different audiences is a nuanced and fluid undertaking. Print, having been around a long time, is often painted as an outdated tactic. In contrast, social media has taken off in the last decade and asserted itself as an integral part of many communication strategies. This installment of the media planning and buying series examines the pros and cons of each and why both are important to layer into your paid media.
Is Social Media Still Hot?
Although certain social media platforms ebb and flow in popularity, social media advertising is thriving, with 54% of social browsers using social media to research products.1 And although TikTok and Instagram continue to enjoy massive popularity, Facebook remains highly relevant. Research in 2020 found that the breakdown of social media use by generation is as follows:
%
Gen Z
%
Millenials
%
Gen X
%
Baby Boomers
Social Media Advertising Pros & Cons
Pros
- Highly preferred by Millennials and used by more than 50% of other age demographics.
- Increase brand awareness.
- Accessible consumer insights.
- Enhance customer engagement.
- Allows for geographic targeting.
Cons
- Requires time and patience.
- Potential for negative feedback.
- Oversaturation of ads.
Is Print Media Dead?
Traditional print advertising, such as newspaper and magazines, have declined significantly over the past decade; however, they are not yet at death’s door. Both newspaper and magazine advertising appeal to our love of tactile experiences. Many people prefer how a piece of paper feels, which is something digital advertising can’t deliver on. Newspapers also benefit in non-metropolitan markets where the newspaper remains a valued part of the community.
Print Newspaper Advertising Pros & Cons
Pros
- Most favorable type of advertising.
- Can be produced and placed relatively quickly. It’s also easy to change this type of advertising.
- Inexpensive relative to other forms of advertising.
- Available in various sizes and rates.
Cons
- Lower readership than digital.
- Not ideal for high-quality images.
- Harder to guarantee specific placement.
- Often thrown out after a day.
While print publications are often lumped together, magazines are different from newspapers. Consumers still love highly-targeted publications that allow them to explore their interests. Want to learn more about parenting teens, Italian cooking or Labrador Retrievers? The more than 228 million magazine readers in the U.S.3 can easily find magazines for all of these special interests and more. In 2019, 60% of ads placed in the third quarter of the magazine led readers to take action.4
Print Magazine Advertising Pros & Cons
Pros
- Easier to target specific audiences by interest.
- Longer life span with pass-on exposure (share an issue with family or friends, multiple views at a doctor’s office).
- Flexible ad sizes.
- Ideal for high-quality images makes it a great choice for luxury items like vehicles, clothing, purses, jewelry, and more.
Cons
- Limited reach and frequency (monthly or quarterly).
- More expensive than other forms of advertising.
- Must plan far in advance for placements.
- Less effective for direct sales or timely promotions.
Remember, paid media provides control for the right message, for the right audience, at the right time. When you understand these drivers, you can decide if print advertising, social media ads or another media type is most effective for your business. The media landscape is constantly changing and agencies like Voom Creative can pivot quickly to bring you the most up-to-date, trusted advertising advice.