Print advertising far from dead: INMA report

The fast boom of digital media has redefined how marketing efforts are carried out. However, print advertising remains central to the marketing mix, a new report by the International News Media Association (INMA) said. 

The report titled ‘The Power and Promise of Print Advertising’ said that despite misperception of print advertising’s effectiveness, the ROI of print advertising works for advertisers, media companies and audiences. 

Print advertising represents one of the oldest and most widespread forms of media, mainly consisting of newspapers and 
consumer magazines. 

The report rejected the idea of print as an afterthought, urging news media companies to better educate agencies and media buyers. 

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

According to Global Print Advertising Market Report and Forecast 2021-2026, the print advertising market reached a value of US $ 67.3 billion in 2020. Despite the market’s declining growth and the competition faced by newer advertising media such as internet and mobile advertising, print advertising still accounts for a significant share of the global advertising market, the report said.

A large portion of the global population still subscribes to newspapers and magazines either because they are habitual of reading them or it is considered a symbol of respectability for 
educated families.

Moreover, print ads are less intrusive and at the same time provide unlimited exposure than other forms of media as the reader can study the advertisement at his leisure without any time limit 
or interruptions.

Print media also provides position flexibility as it offers a choice to the advertisers as to where to place the ad in a publication, the 
report highlighted.