Although the transformation of news media from print publications to digital strategies has been one of the more widely discussed topics among decision-makers in the print industry, marketing might tell a more colorful story with respect to the ebb and flow of market demand. Only a decade or so ago, the vast majority of marketing was still taking place autonomously from the digital realm, yet Internet advertising gained traction and exploded in a relatively short period of time.
For this reason, it is difficult to say that the trends which have emerged in the past five years will accurately indicate what is to come for both print and digital marketing strategy, as there are still so many question marks and more time needed to truly establish what the future might hold. In 2014, several significant changes began to surface in the United States and abroad, with some nations seeing their print marketing demand go up rather than decline moving into the new year.
A look outside
Because the global economy is now in full swing and businesses generally have to keep up with international trends to maintain an accurate perspective on their own performances and opportunities, it might be helpful to see how print is playing out in other nations. A recent exchange4media article explained that India's largest newspaper organization, Dainik Bhaskar Group, is poised with respect to new revenues coming in for print ads.
According to the news provider, print ads are beginning to come back into focus for many business leaders in India and Middle Eastern nations where these publications have circulation, and this is revealing potential for a new era of marketing through periodicals. For example, the source cited one leader from a major marketing firm who stated some of the most popular trends in digital advertising, such as storytelling and localization efforts, have vast applications through print mediums.
Members of the Dainik Bhaskar Group actually asserted that print is a more viable option for marketers who want to have clear-cut return on investment metrics.
"This is primarily due to a greater accountability being sought for the spends and print does offer a clear and definite ROI equation which is measurable and hence justifiable. The relationship is now graduating into one of partnership rather than a vendor," Dainik Bhaskar Group Head of the Business Intelligence Unit Peter Suresh told exchange4media.
Implications for the US
Similar trends have a chance of gaining traction in the United States before long, as marketers continue to seek out methods of separating their advertising programs from those of competitors in increasingly saturated environments. With respect to the more popular types of advertising in the digital space, such as content and storytelling marketing efforts, bridging the gap to print publications will not take all that long.
Combined with the fact that newspapers are continuing to try generating new revenues from ads by attracting businesses, the use of print marketing is a highly viable option for many companies today.