Effectiveness of print advertising

ISSAQUAH, Wash., Oct. 30, 2012 /PRNewswire-iReach/ -- The reports of my death are greatly exaggerated

RAM has, since 2006, measured over 18 000 ads in U.S. newspapers. Several thousand measurements performed each year for 7 years in a row.

All types of advertisements and inserts have been measured in a variety of papers. This is a huge database that includes more than 5.5 million interviews with American newspaper readers. Men and women have been interviewed, young and old - from all parts of the country. What are the main overall findings from all of these surveys? The same doom and gloom as we are used to seeing?

There's no doubt that the industry is struggling with a number of tough challenges. The readership remains on a continuous decline and the increasingly fragmented media market puts new demands on products and sales forces.

TV and banner advertising wrestle with declining efficiency. TV advertising requires higher GRP to be recalled and prove to be efficient and everyone seems to want to own a TIVO or DVR..

Click rates deteriorate continuously on most sites in all countries around the world. The "natural born clickers" account for the majority of clicks and banner blindness requires increasing frequency, though the trend is moving in the opposite direction. It is certainly not easy for advertisers to successfully take on the digital world.

The hard truth is that almost all media types have an increasing problem with decreasing advertising efficiency.

Maybe a little surprising, the 18 000 RAMs print effectiveness measurements show extraordinarily stable figures for print advertising over the years and even a few really positive developments. All is not bleak for print advertising. Although it is easy to believe that this is the case.

"The reports of my death are greatly exaggerated", said Mark Twain. Perhaps the same applies to the daily press ads. From 2006 to 2012, the average Ad Recall of ads (among readers of newspapers) has increased by 7%,  Overall Likeability has boosted 3%,  Positive to the advertiser have amplified by 6%, Relevance increased 5% and Originality has improved by 21 %. Not bad for what is called a dying dinosaur.

The truth is that the effectiveness ​​of print advertising is as good - and in some cases better - than the scores were 5 or 10 years ago. The printing machine is absolutely a smaller machine, but as effective as ever. Perhaps the smaller number of readers has narrowed it down to a group that is better connected to the newspaper and is more efficient at reading it. The result is better ad recall.

Media Contact: Larry Wood Research and Analysis of Media of Americas, Inc., 4258946037, larry.wood@rampanel.com

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SOURCE Research and Analysis of Media of Americas, Inc.



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