Why Print media?
Print media makes messages more memorable
Whether you want to connect with members, other businesses or
consumers – or advertise a niche product or service – your
message is more likely to be remembered in print.
In today’s media landscape, attention to advertising matters – but not all attention is equal. Compared to digital ads, print advertising commands quality attention that’s immersive and focused. Not only because print advertising is tangible, but because it’s more oriented towards special interests.
Despite the growth of digital media, or perhaps because of it, print media is more powerful than ever in Australia. While people are consuming an unprecedented amount of content across all channels, studies show that attention to digital is declining. Print media, comparatively, is increasing in popularity, especially at a niche level.
The recent Australian readership report by Roy Morgan, Australia’s largest independent research company, shows readership of print magazines is on the rise. In the 12 month period to June 2019, more than 15.2 million Australians read magazines. That’s up 1.2%, or 187,000 people, from the previous year. Not only that, but print magazines were far more widely read than their digital alternatives.
So, what makes print publications so popular?
Print titles have an air of prestige, thanks to highly credible, curated content. They represent quality over quantity. Plus, the tactile feeling of turning pages makes the reading experience feel special. Unlike their digital counterparts, print publications tend to be enjoyed, savoured and consumed more mindfully.
This is backed up by a market research report by Fiftyfive 5 for the Magazine Publishers of Australia (MPA). In this study, 82% of readers said that time spent with print magazines is treasured, providing a ‘welcome break’. It showed that print magazine readers spend an average of 1 hour 17 minutes reading each edition. Comparatively, online magazine readers spend just 42 minutes with 74% of browsing beyond their initial interest.
Read the reportSpecifically, paper-based reading results in:
More focused attention and slower reading speeds
Greater impact on readers by engaging sense of touch and motor skills
Increased stimulation of brain areas associated with emotion and desire
Higher comprehension and recall result
It’s not just popularity where print media excels. It’s effectiveness, too.
Independent research proves that print media results in better comprehension and recall compared to digital alternatives.
Whether you want to connect with members, other businesses or consumers – or advertise a niche product or service – your message is more likely to be remembered in print.
To ensure you achieve maximum reach and impact, we also produce an online edition of all our print publications.
Ready to turn the page?
Thinking of advertising in print, or using print media to not only reach, but engage your target audience? Our niche publications put your product, service or message in front of the people you most want to reach. There’s no risk and no wastage. Visit our Advertising page to learn more or contact us to start a conversation.
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