In a world where digital ads follow us on social media, search engines, and even the most unexpected apps, it would seem logical to think that print media has completely lost its relevance as an advertising medium. However, this perception does not always reflect reality. Advertising in newspapers and magazines continues to offer unique advantages that, far from being obsolete, can complement digital strategies and add value to brands.
The perception of the press in the digital age
Media consumption has changed radically over the last two decades. According to audience studies, a large proportion of readers have moved to digital platforms, which has reduced the circulation of physical newspapers and magazines. This has led many advertisers to direct most of their investment towards online media, where the costs of segmentation and measurement of results are lower and formats are more flexible.
However, the decline in circulation does not mean disappearance. There is still an audience that trusts print media, especially older sectors or readers who seek more thoughtful and in-depth information consumption. And that is where print advertising retains its strategic value.
Advantages of advertising in print media
- Credibility and prestige: Print media conveys a sense of authority that, in many cases, surpasses that of digital media. Readers perceive that advertisements in reputable trade magazines or newspapers are backed by established brands, which increases trust.
- Long ad lifespan: Unlike a digital ad that can disappear in seconds when scrolling, a magazine page can be viewed multiple times and even shared among different people. Some copies remain in waiting rooms, offices, or libraries, multiplying exposure.
- Segmentation by interests: Specialised magazines (fashion, motoring, gastronomy, technology, etc.) enable you to reach very specific audiences. In these cases, the audience is not only large, but also highly qualified and predisposed to receive advertising messages related to their interests.
- Visual impact: Physical formats remain powerful. Paper offers creative possibilities that digital banners cannot yet fully replicate: textures, special finishes, fold-outs, scents, or even product inserts. This type of advertising creates sensory experiences that are easily remembered.
Strategies to enhance their effectiveness
The key to leveraging print media in 2025 is not to view it as a substitute for digital, but as a strategic complement. Some ways to increase its effectiveness are:
- Integration with digital media: including QR codes, short links or hashtags in advertisements allows readers to connect with the brand’s digital environment and better measure its impact.
- Geographical segmentation: the local press remains highly effective for businesses seeking to position themselves in a specific city or region.
- Multisensory creativity: taking advantage of resources that only paper offers, such as embossing, special inks or physical inserts, helps you stand out from the digital clutter.
- 360° campaigns: coordinating press coverage with advertisements on social media, digital media and offline experiences creates a more consistent and memorable message.
When is it advisable to advertise in the printed press?
Advertising in newspapers and magazines continues to be recommended in several scenarios:
- Premium brands seeking to convey exclusivity and trust.
- Local businesses interested in reaching specific communities.
- Branding campaigns that require visual impact and memorability.
- Specialised sectors, where thematic magazines continue to be benchmarks.
Print advertising is not a thing of the past, but rather a medium that has evolved and become a more selective resource within the marketing mix. Although its mass reach has declined and its cost may be higher than digital advertising, its advantages in terms of credibility, qualitative segmentation and brand experiences remain relevant.
The key is not to choose between print media and digital advertising, but to design hybrid strategies that leverage the best of both worlds. In an ecosystem saturated with digital impacts, a well-designed print advertisement may be just what a brand needs to stand out, build trust, and remain in the memory of its customers.