Exploring the advertising opportunities for print media

Print marketing: a key element in the mix

Despite the digital revolution, research indicates that print remains a valuable investment for marketers, presenting numerous opportunities for the graphic and publishing industries. However, companies must adopt an active stance to leverage these opportunities. Jelluma points to the Cannes Lions International Festival of Creativity, where winners in various categories include print advertising in their campaigns. "Brands like Heinz, Dove, Magnum, Coca-Cola, and Stella Artois demonstrate the important role of print advertising in newspapers and magazines. These major global brands recognise the value of print in their campaigns across various countries”.

Championing print’s value

Regularly invited to discuss the benefits of print, Jelluma advocates for its inclusion in the marketing mix. "Explaining why print should be part of the media mix is increasingly challenging," he notes. "In the UK, for example, almost all advertising expenditure is directed towards television and online, with less than five per cent allocated to print. We know that print advertising is effective and that it also amplifies the effectiveness of other channels. I don't think marketers and media planners are aware of this strong added value of print."

An active role for Print Power

Founded in 2009 by Euro-Graph, the European association of paper manufacturers, Print Power aims to promote the effectiveness of print, particularly in advertising and marketing communication. Initially, thirteen countries were involved, but today the focus is on France, the UK, and Germany, representing about 75% of the advertising investments, supported by paper manufacturers UPM, Sappi, and Leipa. Jelluma has been involved from the start and took over the initiative a couple of years ago.

"The support from paper manufacturers stems from the realisation that it’s not enough to just sell paper," Jelluma explains. "It's about selling the content printed on paper and the impact it can have for brands. Print is a crucial and effective medium throughout the entire customer journey. While the primary goal used to be 'selling paper,' it's now about what you can achieve with that paper."

"The digital equipment makers such as Canon, HP, Ricoh, Fuji or Kodak have understood this role and are providing digital presses that can cater for the various communication means during the journey. For example, Programmatic Printing and mass personalisation offer excellent opportunities in the funnel."

Print Power distinguishes itself by promoting the effectiveness of print, unlike other initiatives focused on the values of printing or the paper industry's sustainability efforts. "While those efforts are valuable, Print Power actively promotes the continued effectiveness of paper as an advertising medium," says Jelluma.

Measuring effectiveness

The debate on print’s effectiveness often highlights the challenge of measurability, with online media offering more data points than advertising in newspapers, magazines, catalogues, or door drops. Although in the UK, JICMail provides detailed information on the effects of door drops and direct mail. Jelluma acknowledges this issue but argues that it doesn’t tell the full story. "Marketing investments are based on measurability. Previously, media plans considered both quantitative elements and qualitative factors such as context and quality of the channel. Today, media planning is driven by the sheer amount of data available."

"Millennials and Generation Z professionals now hold significant roles in marketing and advertising," says Jelluma. He attributes this quantitative focus to the digital proficiency of millennials and Gen Z, who have grown up in the digital world. "This generation has less understanding of print’s role, making the qualitative element less relevant. Often, print is overlooked in media plans and many important facts are missed."

Return on Investment

While it’s difficult to measure print and online media using the same metrics, Jelluma insists print’s effectiveness can be demonstrated. He cites the Thinkbox study (UK 2024) analysing 141 brands across 14 sectors from 2021-2023, for a total budget of £1.8 billion. This study of actual cases found that print delivered the highest profit return on investment over both 13-week and two-year periods.

Previous research by Ebiquity also highlighted print’s effectiveness compared to other channels. Yet advertisers and agencies do little with this data, likely due to generational shifts and a lack of knowledge and experience. And, a social media campaign is easier to sell to clients than a newspaper advertisement.

The future of print

Jelluma predicts that printed matter will not disappear. He identifies two major developments that will shape the future of print:

1. a backlash against the creation of an online parallel universe

2. a growing recognition of the superior learning benefits of reading in print.

Social media have become the ideal platform for the creation of alternative facts based upon opinions, enabled by AI. In his recent book "Misbelief," the well-known professor Dan Ariely describes how he has been ensnared by conspiracy theorists who crafted an entirely different identity for him after he was wrongly accused of leading a nefarious conspiracy.

"I hold a rather optimistic view of humanity, convinced that people will eventually realise they’re being deceived by some influencers, politicians, and self-proclaimed experts who seem more concerned with promoting their own opinions than with presenting the facts."

"There will come a moment when we collectively refuse to accept this charade any longer." Jelluma refers to two studies to support his view. This year’s Pew Research study reveals that 40% of US visitors to social media dislike the inaccuracy of the channel, an increase of 9% since 2018, and 45% prefer traditional news outlets for in-depth information about issues or events. A second study, from the University of Florida, shows that both consumers and journalists are skilled at predicting what will be popular on social media, leading to a phenomenon of social-mediatisation of news. This strong concept of “shareworthiness” indicates that high-quality news is often overlooked, as it is not rewarded in terms of shares, likes, or reactions. Instead, poor-quality news—characterised by inaccuracy and sensationalism—tends to perform better.

"After all, that’s precisely what’s happening today. These purveyors of opinion are all pretending to possess the answers, and we seem all too willing to listen, often without discernment."

With AI set to commodify content, we risk entering a realm of uniformity, where these creators can churn out their often fact-free musings with alarming ease. In this climate of uncertainty, people will inevitably gravitate back to trusted brands. "Thankfully, publishers have established their reputations, catering to both the masses and niche audiences alike.The journalist's role will become more critical."

Quality journalism will thrive because it will provide readers with a trusted environment, as Yuval Noah Harari notes in his praise for Ariely's book: "Dan Ariely narrates his personal and professional journey to understand the world of misbelievers and conspiracy theories, and offers insights and tips that will hopefully help all of us protect our fragile social fabric from being torn apart by disinformation and distrust."

Design and comprehension

Studies consistently show that paper is the best medium for information retention. "Paper makes it easier to remember information, offers clarity, and eliminates distractions from other channels. The layout of a page—whether a newspaper, leaflet, or book—provides recognition points that aid memory. In contrast, scrolling through text on a screen offers no such reference points.

"These findings align with the PISA study, a global assessment among 15-year-old students, which reveals declining reading and learning outcomes in education. Jelluma attributes this trend to the increased use of screens. "Screens hinder concentration and contribute to social media addiction. Countries like Sweden have reverted to traditional textbooks and banned mobile phones in classrooms to address this issue."

A wealth of research supports the superiority of learning from print. Jelluma references a 2012 study by Norwegian professor Anne Mangen, which demonstrated that paper is better suited for reading comprehension than screens. A 2018 follow-up meta analysis by Pablo Delgado confirmed these findings, while 2024 US research using EEG measurements indicated deeper reading and learning from paper. 

Despite this compelling evidence, the marketing and advertising world has yet to fully embrace the benefits of print advertising. It is crucial for leaders in marketing, media, and advertising to integrate these findings into their strategies, recognising the unique value that print brings in enhancing comprehension, retention, and overall engagement. By doing so, they can harness the full potential of print to drive more effective and impactful advertising campaigns.

This interview is based on an article published in Grafisch Nieuws (Belgium) in June 2024