Posted In: Media by
Chloe Fletcher,
July 15, 2024
By Chloe Fletcher, Senior Account Executive
Are you an advertiser in the Homes & Garden sector? Do you use print as a channel for advertising your campaigns?… NO?! Why not? One of our media specialists, Chloe Fletcher, explains how using print as one of your primary media channels is important for companies in the Homes sector. Although the word on the street is, “Print is dying”, it is still a very strong channel and can be used in advantageous ways.
Over the past decade, there has been a decline in the popularity of traditional media, in this case print, largely due to the increasing preference for digital magazines, which are instantly available, more affordable, and more convenient. During the COVID-19 pandemic, the surge in digital usage took over. However, this surge seems to have led to some elements of digital fatigue, and many have begun to miss the tangible aspects of physical magazines. Interestingly, home magazines have not experienced a significant decline. The pandemic sparked a widespread interest in home decoration, which has kept these magazines popular and prevented a serious downturn in their readership. Additionally, print audiences are particularly loyal, with physical subscriptions for home magazines significantly outperforming digital subscriptions, especially since the closure of some newsstands following the pandemic.
Print audiences are unique; they are loyal, passionate, and influential. Unlike online readers who might scroll past several articles, magazine readers focus on one piece of content at a time. They sit down, take their time, and fully absorb the material. Research indicates that reading print boosts the percentage of people feeling confident by an average of 15%, rising to 27% when focusing solely on print media. There are generally two types of audiences for home magazines: those actively in the market and those passionate about home décor and renovations. Passionate readers are 50% more likely to appreciate ads in the magazine. This means advertisers can directly target an engaged audience, ensuring that their brand is top of mind when these readers are ready to make a purchase
One effective way to connect with your audience is by building trust, either through the ad itself or the environment in which it appears. The trustworthiness of the media greatly influences the trustworthiness of the advertiser, with print being considered one of the most trusted channels, second only to TV. Print is 40% more trusted than social media, leading to trust-related KPI improvements ranging from 64% to 94% for advertisers. Why wouldn’t you want that?
Contextual relevance is also crucial for advertisers. When your ads are placed within content that aligns with the same interests or sector, you ensure that you are reaching the right audience. Additionally, the high level of reader attention in print media leads to longer dwell times, with most readers spending about two hours on a magazine. This means your audience is highly engaged with the content, increasing the likelihood that they will absorb your ad while in the right mindset.
If any of that has got you reconsidering the role of print in your media planning drop us a note, we would love to have a chat about how it could be working hard for your brand hello@weareboutique.co.uk