B-to-B Marketers: Is Print Advertising Dead?

With all the hype about social media, some marketers are going too far and have started ignoring traditional tools that have served them over the years, primarily PRINT.

Yes, we all should agree that social media is much more active currently, especially with the state  of the economy. Social is cheap when it comes to outside costs, but you need to factor in internal costs for all your social media activities. Too many marketers this last year have bypassed print because of budget cuts and have concentrated more on social media.

You also need to realize that social is a long-term strategy of building thought leadership and relationships, while print ads are another way of hitting targeted audiences with specific calls to action that can translate into short-term sales. In our space of marketing to the contractors and MRO markets, print publications have already identified and have gained credibility with these folks. Books like Contracting Business have put together a good offering of both print and online offerings to reach their audience, the HVAC contractor.

Here are some things for you to consider from Magazines Publishers of America:

  1. Magazine readership increased over the past five years
  2. The number of issues read has gone up as well
  3. Subscriptions are the highest in a decade
  4. The number of consumer magazines remains high
  5. The age of magazine readers consistently trends younger than the total adult population
  6. Magazines are the #1 medium of engagement
  7. Magazine ad effectiveness continues to rise
  8. Magazines excel in driving web search
  9. Magazine readers are social networkers and word-of-mouth influencers
  10. Magazine brands continue to evolve

There’s a place for using all the marketing tools that are available to us. As we go into 2010, don’t forget who got you this far. It’s been primarily print in the B-to-B sector. If you don’t believe me, ask your customers.

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