INMA’s report on print advertising

Print advertising remains central to the marketing mix

New INMA report - The Power and Promise of Print Advertising. Photo INMA

Research backs up what revenues show – Despite misperception of print advertising’s effectiveness, the return on investment on print advertising works for advertisers, media companies, and audiences, according to a new report released by the International News Media Association (INMA).

‘The Power and Promise of Print Advertising’ rejects the idea of print as an afterthought, urging news media companies to better educate agencies and media buyers. The report looks at –

  • What the research tells us.
  • Whether the print is still attractive to advertisers.
  • Rethinking how we think about print.
  • Getting print on the radar of media buyers.
  • Measuring print ads and the effectiveness of print advertising.

While digital has captured the bulk of the buzz in the news media world, print is far from dead. According to the report, it’s important to remember that print continues to offer attractive advertising solutions that can’t be accomplished in the digital space.

PrintPack Show Daily

A 2021 study by Australia’s ThinkNewsBrands found print ads make more of a lasting impact on readers than digital ones, and newspaper ads — both in print and digital — outperformed those on social media by as much as four times — and were twice as effective. Similar research is found in other countries as well –

  • Global advertising spends in print newspapers increased by 4.8% last year.
  • Print revenue has grown 13% in India.
  • Print comprises 89% of newspaper revenue in Germany.
  • Print pulls in 64% of Folha de S.Paulo’s advertising revenue in Brazil.

Written by INMA Advertising Initiative Lead Mark Challinor and Paula Felps, INMA’s Ideas Blog editor, ‘The Power and Promise of Print Advertising’ distills lessons learned during INMA’s print advertising innovation master class in February and other association resources.

Featuring case studies from The Times of India, Bild, The Evening Standard, Torstar, Facebook, Folha de S.Paulo, Stuff, along with insights from legendary advertising executive Sir John Hegarty, the report digs into successful print advertising strategies from around the world.

The report also highlights the pitfalls of print and explores how publishers can change their mindset to adopt new strategies, emphasising the need to provide fun, excitement, value, and thought-provoking content.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

It is the right time to support our high-impact reporting and authoritative and technical information with some of the best correspondents in the industry. Readers can power Indian Printer and Publisher’s balanced industry journalism and help sustain us by subscribing.

– Naresh Khanna

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