A message from Peterson Publications, Inc. Print is Beautiful ... Right? Print is Dead. Or is it? We all are aware that print has been the target of much bad pub- licity, both from the use of print innetonka, MN — A recent destination to drive prospects. for advertising and the actual pro- Mstudy shows that 42 percent of However, questions remain: How do cess of printing itself. With more industrial marketers say they are not you convince potential customers concerns about environmental generating enough high-quality leads to visit your site — and can they issues, many have said to stay for their sales teams. A prolonged even find it online? Why should they away from print because it is not sales slump going forward might be consider your brand over the others environmentally friendly and it is attributed less to the recovering w in a Google search? The simple fact using up our precious trees. and more to the cumulative effects of is this: there is legitimacy and trust Well, I’m here to fight all those reduced brand presence in the media in print advertising that online alone naysayers. This newsletter most read and trusted by specifiers will never duplicate. And an active contains articles that have been in your markets — key industry trade presence in print vastly increases the gathered over the last several publications. The same resources, effectiveness of your online program. months, pointing out the impor- incidentally, that drive a major share of tance of print advertising and raditional media still represent the online search and web traffic to those how it must be part of a complete largest share of budgets in most who have maintained their offline T marketing mix, especially in the cases, suggesting that new media brand presence. business-to-business world. We are mostly being integrated into the also have included information ake no mistake, online marketing mix rather than totally displacing from a wonderful book called Mis easily the most vital resource traditional approaches. “Print Grows Trees” that combats for in-depth information delivery the misunderstandings of trees and your website is the preferred Please see Integration, page 2 and paper and explains that Print actually is responsible for forestry growth initiatives.
Today, marketing your company in the right way is more complex than ever. A balance between print and other methodologies is critical to success. At Peterson Publications, we have created this balance by offering both print and digital magazine editions, online newsletters and websites for all of our publications.
We believe this information is very important to share with our advertisers and customers. I hope “People will remember 2014 as the year the ‘Print is Dead’ marching you enjoy it. band disbanded. Now everyone is talking about ‘Print Plus’ – Sincerely, print and digital. It’s not just an either/or situation anymore.”
-Samir Husni, director of the Magazine Innovation Center, Jeff Peterson, president University of Mississippi School of Journalism (via Publishing Executive) Peterson Publications, Inc. PRINT FACTS: The Truth About Print Advertising and Paper Sustainability Page 2 Repositioning Print for a Digital World Print is not dead, but the reminder for your destination 5. Start selling your “ad friendly way we have trained to sell before they enter the distracting community.” it for the past 25 years is. online world. Rich Miller, general manager of 3. Print is the offline “push media buying giant MediaFirst wenty years ago, print media” for a digital world. International, proposes that the dominated as the most T old ways of evaluating magazines Facts & Figures targetable and graphical of John Milne, senior vice-president are obsolete. “A magazine can no all advertising media. But the at Rogers Media, proposed this n 54.7 percent of all paper in longer be defined by the platform advance of digital technology has retro-sounding notion at a recent the US is recycled. through which its content is passed functional leadership to ABM conference: When you plan a distributed; it’s defined by the n The paper used to print in others. web engagement strategy, you can community of persons who the US is made from more divide your activities into ones that Today there are new ways to share a common interest in that than 60 percent biofuels. reside on your website and ones position print based on marketing content,” he said. “A magazine is a that “push” or reach out beyond it n Server farms that power benefits that have recently social network. It’s a club.” (e-newsletters, e-blasts, viral video computers have become emerged. Ironically, these new and others). A healthy balance of But a magazine community is the fastest growing users of benefits grow out of weaknesses both is best for making your site different from many in that ads fossil fuel in the world. in the same new digital media that a significant destination while are welcome, with about half of print’s detractors say will kill it off. n The average data center reaching out to new viewers. Print readers saying they enjoy them as consumes the same amount 1. Print is the calm in the digital can be added to outbound media part of their reading experience. of energy as 25,000 house- media storm. and can reach a distinctly different In contrast, readers consistently holds. Reading, as opposed to viewing, audience. rate online advertising as among the least favored of all advertising n Millions of US jobs – from is an active behavior. While there 4. The magazine format is forms. Despite forecasts for big tree farming to advertising – are magazine page flippers, exploding as an influential increases in ad spending on depend on print. research has documented that marketing tool. magazine reading is the least of social networking sites, a recent n Print serves those who all media diluted by multitasking. Give your advertisers some headline from Barron’s asks, “What don’t have constant access Magazines should be the perspective. While magazine if Facebook can’t sell ads?” to computers. advertising is under pressure, medium of choice for advertisers 6. Sell complementary the magazine format itself as a n Print can be a more with a message that requires weaknesses. pure marketing tool is enjoying relaxing way to get your contemplation, involvement or information. unprecedented growth. A study on The greatest weakness of online consideration. — Print Grows Trees sponsored media from the Custom media is the massive competition 2. Print cuts clutter. Publishing Council on 2006 custom for visitors once they arrive In the online world, it is not media found that sponsored online. Print can complement uncommon to have dozens of magazines have surpassed all that by providing a constant direct competitors, including the other forms of sponsored media reinforcement of a destination websites of the very companies to become the top choice among in the physical world prior to the you are trying to sell! If you include marketers. online experience. Print’s biggest blogs and secondary sites, the weakness is the lack of measurable Spending on custom media number of directly competitive feedback. Online is measurable, in 2006 increased to an all-time sites can run into the hundreds. often to a fault. If you sell both, sell industry high of $55.6 billion, them as complementary, as they The Value of Print, a fact-filled One major drawback of online with a record number of titles truly are. The media world has flip book from the Printing media is that there are millions published (125,044) and the changed and print has a vital part Industries of America, now of destinations teaming for a highest number of pages printed to play. is a free download for mobile viewer’s attention. Print can help ever. (See the study at www. devices. To learn more, visit this process by creating a periodic custompublishingcouncil.com). — Josh Gordon/Folio Magazine www.printing.org/valueofprint.
Integration: Mix of print, online a successful strategy Peterson Publications, 2150 SW Westport, Suite 101, Continued from page 1 likely to turn. Think of integrated reaches across online and offline Topeka, KS, rbital Branding integrates marketing as a three-legged channels. specializes in the publishing online, offline and content stool. If one leg is missing, ey indicators show that of industry-specific O magazines, travel guides, tactics to economically leverage you’re on shaky ground. Today, manufacturing is recovering. K association directories and your brand’s messages across customers and prospects validate The opportunity to increase other organizational materials. multiple channels — positioning their choices through brand market share and find new For more information, call your brand for engagement recognition in print advertising customers has never been better. 785.271.5801 or visit wherever your prospects are and valuable content that — Next Communications, Inc. www.petersonpublications.com.