Print can help engage an audience, drive Web site traffic and produce leads.
Considering that my company publishes a national magazine for college-bound teenagers, you might think the title of this article paints me as self-serving.
Maybe you think I am trying to preserve print because it’s our company’s core product. But even though our printed magazine brings in the lion’s share of our revenue, it’s not why I’m trying to convince you that print is still tremendously relevant.
Actually, our company is much more than print. We are a Web site, an online community, an e-mail marketer, an online newsletter. We have a social media presence, we instant message with our readers, and oh, we print a magazine, too.
But here’s something that may surprise you.
Besides delivering great content to our readers, branding opportunities and leads for our advertisers, our magazine is also an amazing traffic generator. In fact, our magazine is the number-one driver of traffic to our Web site. It’s like buying keywords, only better!
The magazine also drives traffic for our advertisers. Third-party research shows that 60 percent of our readers visit an advertiser’s Web site after viewing their ad in Next Step!
I am going to pitch this list to David Letterman for his show. But just in case he doesn’t pick it up, I’ll share with you my “Top 10 Reasons Print Should Remain a Vital Part of your Marketing Mix.”
10. Print provides differentiation. How many of the millions of Web sites out there have a print magazine to drive traffic to it? The vast minority, I assure you. Print vehicles provide a unique strategy to drive traffic to your online marketing.
9. Print offers incredible branding. Nothing makes a brand more recognized than a beautiful ad in a glossy magazine. A well-designed ad is an engaging experience for readers. And by the way, according to a recent MRI/Next Step poll, 55 percent of teens say they pay a lot of attention to print ads.
See full article at: http://www.foliomag.com/2009/top-10-reasons-print-should-remain-vital-part-your-marketers-mix.
