Feb 2019: Rumours of the death of print media have been greatly exaggerated

“Trust, authority and credibility,” says Terri White, editor-in-chief of film magazine Empire. “The digital space is a hectic, loud, cluttered landscape with bloggers, influencers, journalists, editors, writers, marketeers all shouting into the void – their voices surfacing, or not, depending on SEO or algorithms. In such a crowded space, how do you ensure that people trust what they read on your website or social channels versus the other 30-odd people/brands in your area? How does your brand stand out?”

In contrast, she says, “a visceral, powerful connection” is created when readers hold print in their hands.

A recent significant survey confirmed that trust in traditional media is at a historical high level. The Edelman Trust Barometer of 2019 stated that consumer trust in traditional media is at 64%, whilst trust in social media remains low at 44%. What has not helped social media in the last year is that 73% of respondents worry about fake news being used as a weapon.

Online publications have experienced growth in recent years, but a recent poll indicated that 58% of subscribers still describe themselves as print-orientated. This is backed up by a recent Signet Research Inc survey which put the figure of those readers of Business to Business publications preferring print at exactly the same figure: 58%, digital at 19% and 23% preferring both.

Don’t just take our word for it though; Facebook, ASOS (As Seen On Screen), Airbnb and Net-a-porter have all launched their own print publications, despite being traditionally seen as digital platforms.

It is important for advertisers to understand what readers (and therefore customers) are saying about how they like to digest information. Do not assume, just because you might prefer to receive information via Twitter or Instagram, that your customers are the same.

What other advantages does print media offer?

• Longevity
• A good platform to drive high quality digital traffic
• Captive audience
• A sensory experience; studies have shown that readers still like the feel and touch of a magazine/newspaper

Click here to download the International Construction 2019 media kit