2022-03-01

Is advertising on paper still worthwhile?

Is advertising on paper still worthwhile?
 
Author:
Production Manager

The Corona crisis was a digitization booster: meetings, conferences, trade shows, but also general purchasing, right down to ticket buying, have experienced a significant shift toward online use. Digital communication has become even more important for successful business, as it is in private life.

Shortages of raw materials
There are also shortages of raw materials in various sectors. For example, certain paper qualities are currently no longer available for months. Since mid-2021, paper and board prices have been rising at an inflationary rate - a good time to question whether the impact of paper as a medium still justifies the high price.

The development of paper prices last year suggested that large nationally and internationally active companies in the B2C market were reacting to this and using less paper in advertising. The current figures show that this is not the case: volumes are at the same level as last year. Apparently, these companies still value the impact of their message on the medium of paper more than the now considerable price.

Advertising acceptance
In general, advertising on paper enjoys greater acceptance among customers than advertising by e-mail or even online advertising. This is shown in a study by the Swiss Media Association VSM.

Source: Study by the Swiss Media Association VSM 
Source: Study by the Swiss Media Association VSM

For example, 71% of respondents find advertising on social media channels annoying, while only 25% and 26%, respectively, find it annoying in newspapers or magazines.

Thanks to its haptics, paper is an ideal medium for evoking positive emotions.
Thanks to its haptics, paper is an ideal medium for evoking positive emotions.

Paper is emotion
Paper is perceived as appealing, valuable and binding. Paper is therefore an important medium for transporting emotional messages. Here is a quote from Prof. Dr. Guido Quelle: "Logic makes people think, emotion makes people act. That's why the natural product paper fits the green industry very well. A targeted use of professionally designed printed matter, in which advertising is linked with interesting content and emotional images, is a sustainable way of mobilizing customers and potential customers. If it is skillfully combined with digital touchpoints as part of the "customer journey," print advertising remains an important and worthwhile component of marketing measures despite increased prices.

 

Author:
Matthias Meyer
Production Manager
Matthias Meyer is a qualified offset printer and trained as a "TS technician in the graphics industry". He has also remained true to this industry and has expanded his knowledge both as a project and site manager. At Media Concept Schweiz AG, he is responsible for cost-efficient, high-quality production of customer orders on schedule.