Have you noticed how some things never really go out of trend? Like handwritten letters or a good hardcover book, print advertising is another ageless classic that gets to prove valuable again in 2024. Scroll down while the others are busy scrolling-print is, at that stage, quietly reviving by 5% in ad space compared to last year and 11% since 2022.
Brands are going back to print-well, simple-people trust it. There's just something about holding a print ad-a real piece of print-in your hands as opposed to that digital ad scrolling past you in seconds. Depending on whether it's a newspaper ad for a weekend sale or a glossy spread on a dream car, print can also get quite personal with local audiences.
In a world literally pursuing trends, print is telling us why it is still so important-and it is doing so with an avalanche of power. Let’s explore how print is winning hearts (and ad budgets) in 2024!
Source - TAM
Let’s talk numbers, but don’t worry—it’s not as boring as it sounds! In three years, print advertising was slipping into a sterling trend: its baseline score was set at 100 in 2022, climate to 105 in 2023, and now in 2024, it is setting at 111. That may not sound like much at first, but do the math: the increase here over the last two years makes an 11% growth seem like going from walking to less comfortable jogging for a marketing marathon!
The reason is that the companies have realized exactly what print has to offer and often into which the digital media is sadly lacking: that intimate contact. Think of opening up your local newspaper and spotting an ad for your neighborhood event or that great discount at your favorite store. It feels relevant, doesn’t it? That’s the magic of print—it meets people where they are, both literally and emotionally.
Here’s what’s driving this growth:
So, what does this mean for advertisers? Print isn’t just alive; it’s quite powerful. It’s like that old friend you didn’t realize you missed—reliable, adaptable, and always there when you need it. In a world of fleeting digital ads, print offers something solid, and that’s why brands are loving it more than ever.
Source - TAM
Let’s talk about the big players in print advertising—those industries that are really taking advantage of this medium. If you’ve ever picked up a newspaper or glanced through a magazine, you’ve probably seen ads from these sectors. Here’s why they’re dominating the print space:
Education (19% of ad space)
Education is leading the charge! Think about it: schools, colleges, online courses, and test prep services rely heavily on print to reach their audience. Print ads in magazines or local papers feel more trustworthy, which is key when you’re making a decision as important as choosing a school or university. Plus, with 4 out of the top 10 ad categories being education-focused, it’s clear that this sector knows the value of being seen in print.
Services (15% of ad space)
Next up is the services sector—things like healthcare, real estate, and professional services. When it comes to big decisions, like choosing a doctor or buying a house, people want to feel sure about their choices. Print ads are great for building that trust. You see a well-designed ad for a local healthcare provider or a real estate agent, and it feels like you’re dealing with a reliable, established professional.
Automotive (Fastest-growing, +25% growth)
The automotive industry is revving its engines with print ads! Cars are big-ticket items, so it makes sense they’re using print to reach potential buyers. Print ads in newspapers and magazines provide a clear, straightforward way for customers to learn about the latest models, offers, and dealerships.
Source - TAM
The top 10 categories of print ads are pulling in 45% of the total ad space. Here’s a quick look at the big players:
Education
People are always on the lookout for ways to improve their knowledge and skills. Education-related ads are everywhere because they speak to our aspirations. Whether it’s a new university, online courses, or test prep, education is a big deal.
Automotive
When it comes to buying a car, people don’t take decisions lightly. Print ads for cars do a great job of giving clear, trustworthy information—perfect for a big purchase like that.
Retail Electronics/Durables
Everyone loves the latest tech gadgets, right? Print ads for things like smartphones, laptops, and home appliances are designed to grab attention, especially when the newest model or a discount is involved.
These categories show us that people are buying things that both inspire and improve their lives. They’re not just looking for something functional but also something aspirational.
Source - TAM
Now, let’s talk about the companies behind these ads:
Maruti Suzuki
Still sitting pretty at the top! Maruti continues to rule the automotive space with consistent and effective print campaigns.
SBS Biotech
They’re doing a fantastic job of showing how healthcare and FMCG brands are using print to build trust.
New Entrants
Source - TAM
Sales Promotions: Immediate Action
Source - TAM
Sales promotions make up 28% of ad space in print media. These are the ads that grab your attention with limited-time offers, special discounts, or bundled deals. You’ve probably seen these types of ads in newspapers or magazines, where brands are practically shouting, “Hurry, don’t miss out!” These promotions are designed to get you to take immediate action, whether it’s rushing to the store or clicking that “Buy Now” button online.
Here’s how it works:
Brand Promotions: Building Long-Term Trust
On the other hand, brand promotions focus on the bigger picture. They make up 69% of ad space, and their goal is not to get you to act immediately, but to build brand recognition and trust over time. These ads often focus on creating an emotional connection with the audience, reminding them why they love a brand and why they should stick with it in the future.
Why are Brand Promotions Important?
Source - TAM
When it comes to print advertising, language plays a huge role in how well an ad connects with its audience. The more people can relate to the message, the more likely they are to respond to it.
1. The Dominance of Hindi and English
Hindi and English together command more than sixty percent of print advertising. This shows how supremely important these two represent the target audience with urban and semi-urban preferences. Think of it; in most of the major cities in India, you will find a large population with fluency in both languages. Hence, it seems reasonable for the advertisers to stick to these languages while formulating an advertisement in order to attract more people. It's like casting a wide net and hoping to catch a variety of fish.
2. Regional Outreach
The Hindi and English industries are at the forefront in Indian advertising; regional publications have begun to take root and have gained considerable grounds in this arena. Regional-language ads work wonders when a brand has to communicate with a local community. Such ads relate with the targeted audience in their language, sometimes including pertinent cultural nuances to make the messaging feel closer to home in emotional terms.
When it comes to advertising, knowing where to put your money and how to connect with the right people is key. Here are a few simple but powerful tips for making the most of print ads:
To advertise, it matters most where placement of the money will go and with which individuals positive communication will establish. Here are a few simple yet powerful tips that can get you miles ahead of making the best use of print ads:
1. High-Performing Sectors
Some sectors, like education, automotive and services, are winning the print advertising game. These sectors are producing a lot of audience engagement; if you are one of these industries, you are spot on. Focusing on these areas makes sure that your ads will reach people who are already looking for what you are offering.
2. Invest in Regional Markets
While English and Hindi are good for reaching an urban audience, regional magazines can work wonders. Readers are more inclined to trust them since the ads talk to them in their native language. Be it local dailies or community magazines; the power of regional markets is an abode for building trust and loyalty among your target audiences.
3. Sales Promotions
Discounts! A sale! A good bargain is something everyone loves. So make use of sales promotions that can grab attention in a moment. Such ads have a way of making people rush. It is almost the same as a time-limited offer that can make people feel like they are getting a great deal - after all, nobody wants to be left out.
4. Monitoring Changing Trends
Watch the tech and FMCG(Fast Moving Consumer Goods) section. They are now changing the way print ads are worked. They are the driving body making a move in the lead towards innovation that others might want to follow; so keeping an eye on what they are engaging in could get you ahead.
Print is very much alive, growing with 5% more ad space, and has led the more high-impact class of education, automotive, and services. Print advertising will be an indispensable cog in any advertising strategy because it is credible, locally approachable, and highly promotional.
Key takeaway:
Prepared to make impactful print ads? Excellent Publicity, a trusted advertising agency, will provide you with custom-made solutions for measurable success. Let’s promote your brand through some ingenious measures!
Definitely! The print industry is not dying; it is very much alive. Believe it or not, print ad space grew by 5% this year. It is standard practice in industries that include education, automotive, and services because of the fact that it creates trustworthiness and engages local audiences in ways digital sometimes cannot.
Great question! Print ads work wonders for the education sector, automotive, and services. Taking education, for example, schools and colleges use print for detailed sharing of admission information. New model cars are branded; healthcare and real estate businesses in a local context use it to reach people directly.
Ad space has grown by 5%, signaling the staying power of print. Education and automotive will dominate, with a lot of advertising coming from those two sectors. Lots of promotions like discounts or "buy one, get one free".
Print...charm! It is easy to trust what one can hold; it just seems more real. Furthermore, regional and local audiences can be reached in compelling style, and a well-conceived digital campaign can pack a great deal of punch when given an option to complement the print campaign.
Publication in the Hindi language, English, or even in regional dialects gives a brand enough opportunity to connect with specific communities. Whether one is targeting a city or a small town, these print ads tend to be more personal, relatable, and to resonate better among audiences in the regions.
Sales Promotions: All sorts of warming promotions like discounts and bundle deals fit the bill. They call attention and work well to generate sales on the quick. Brand Promotions: These are ads that are aimed at the longer term, keeping in mind that the number of the impressions made by any advertisement will be aimed at building recognition of a service or product.
Of course, the synergy exists. The peanut butter-jelly combination! Print naturally works for regionally focused and tangible campaigns, while digital works it up in cases needing a greater voice. Get a QR code into your print ads, put a lot of money or something else interesting for your audience, and just as easy-it becomes a piece of cake to gauge results and lessens the gap between print and digital advertising.
Credibility: Print ads develop a trust level; such ads are more genuine than other random pop-up ads. Tangibility: There sits a physical ad-whatever be it on a desk or a refrigerator-which can still be accessible to people. Nothing digital could outplace such persistence.
Education: Schools and colleges occupy 19% of ad space. Automotive: Auto ads are climbing 25%! Services: From real estate to healthcare, this sector commandeers 15% of ad space targeting local needs.
Coupon codes: Track how many people use them. QR codes: Trotting how many people scanned them for more info. Regional performance checks: Compare sales or inquiries before and after your ad runs.