5 Top Advantages of Press Advertising

1. Credibility and Trustworthiness

A key advantage of press advertising is its ability to enhance brand credibility. Newspapers have earned a reputation for being reliable sources of information, and this trust naturally extends to the brands featured within them.

Research shows that over 37% of consumers trust newspapers, compared to just 17% who trust social media platforms. This reader loyalty is built on years of consistent news delivery and shows that, despite the rise of digital media, print still holds a trusted position among consumers.

Advertising in a trusted publication means that your brand aligns itself with the reliability and authority of that source, which increases consumer confidence. This trust is valuable for businesses looking to establish a solid reputation, making press advertising a powerful brand-building tool. 

2. Reaching Target Audiences

One of the key advantages of press advertising is its ability to reach highly targeted audiences. Unlike other advertising platforms, print media allows businesses to place ads in publications that cater to specific demographics, making it easier to connect with the right people.

Newspapers, in particular, provide an opportunity for hyper-targeted advertising, as they often cater to segments based on location, age, or interests. This is ideal for businesses that want to focus on specific communities, like health clinics, local restaurants, or home improvement services.

A real-life example is John Lewis placing their full-page advert in The Telegraph to promote their 2017 Christmas campaign, which increased their profits by 6%.

The Telegraph attracts a readership that is family-oriented, affluent, and typically in the higher income brackets. These are all characteristics that match John Lewis’ positioning as a premium department store.

Placing a full-page ad in the newspaper helped John Lewis reach an audience that values quality, tradition, and thoughtful gift-giving - key messages in their Christmas campaign. This strategic approach allows businesses to engage with a highly relevant audience so their message is seen by those likely to respond.  

3. Cost Effectiveness

Newspaper advertising can offer great value for businesses, with costs varying depending on factors like location, ad placement, and publication.

For instance, a quarter-page ad in a local newspaper may cost around £250, while larger placements, like double-page spreads, can run into the thousands. However, the investment often correlates with the quality and reach of the publication.

Premium newspapers with a wider readership may charge higher rates, sometimes reaching up to £3,000 per placement, but these ads often bring better results due to the loyal, engaged audience that they attract.

Despite the costs, there are ways to make newspaper advertising more cost-effective. Working with a media planning and buying agency can help you maximise your budget and strategically target the right publications for your business.

At Hello Starling, we can help craft newspaper campaigns that are perfectly aligned with your business goals. Call us at +44 (0) 292 044 0022 to find out more.

4. Memorability

Another unique strength of press advertising is its ability to create a memorable experience, which digital ads struggle to replicate.

If someone picks up a newspaper, they physically engage with the content, resulting in deeper interaction. Print ads benefit from this connection, as consumers take their time to absorb the message within the ad.

Research shows that people are 77% more likely to remember businesses they’ve seen in print compared to those encountered online. This means that newspaper ads can leave a lasting impression which resonates far longer than digital ads, which often get lost in a fast-paced online environment.

Consumers who see a brand in a newspaper are often motivated to search for it online later, driving traffic to your website like a digital ad campaign would.

Tracking the effectiveness of press advertising can be challenging, but you can measure its impact by reviewing website analytics during your print campaign’s period. Chances are, you’ll notice an uptick in direct web visits or organic searches, proving that print ads stick in consumers' minds and influence their actions online. 

5. Less Ad Fatigue

A growing challenge that comes with digital advertising is ‘ad fatigue’, where consumers become overwhelmed or irritated by the constant bombardment of ads online.

It’s like hearing the same song on repeat until it loses its charm. After seeing the same ad over and over on social media, people start to tune it out, and the effectiveness of the message diminishes. This repetitive exposure leads to diminished engagement and interest.

In contrast, newspaper advertising offers a refreshing break from this constant digital noise. People tend to consume print media at a more deliberate pace, which increases the chance of print ads being noticed and absorbed.

A study from the University of Valencia found that print reading can boost comprehension and retention by six to eight times more than digital reading. This means that print ads are more likely to be understood and remembered compared to ads in the digital space.

As there’s less ad saturation in newspapers compared to the digital space, your message is more likely to stand out and capture attention in a meaningful way. This reduction in ad fatigue makes newspapers a valuable advertising channel for businesses looking to maintain high engagement.