Printed media advertising
Put your brand in the hand of your target customer with printed media solutions delivered through the letterbox and inserted into magazines.
Printed media advertising is having a renaissance. As the world of advertising goes digital, brands and audiences are rediscovering the benefits of physical media.
Consumers are bombarded with advertising messages in cluttered and distracting environments. Printed media gives brands the chance to tell their story away from the madding crowd. No distractions, no competing brands and the chance to hold the audience's attention for more than a couple of seconds.
When we talk printed media, we really mean addressed (or direct) mail, partially addressed mail, doordrops and loose inserts. These formats are similar, but there are some significant differences.
Addressed or Direct Mail (DM) is the most highly targeted printed media option. DM involves buying name and address data from providers like Experian and sending items to the list by post. Advertisers need to consider the cost of data, postage, and their data handling protocol. DM campaigns use personally identifiable information (PII) and are governed by GDPR.
Partially addressed mail (PAM) targets at a postcode level. On average, there are 15 houses in each UK postcode. PAM uses the full address for each address in the postcode, but isn’t sent to a named person, so it avoids using PII. Items are delivered by the Royal Mail.
Doordrops are delivered directly to the home, usually by the Royal Mail. They are bought at a postcode sector level. Most postcode sectors cover around 2,500 houses. Generally, these items are sent "to the occupier" and they don’t carry any address data.
Loose inserts are the leaflets inserted into magazines, newspapers and packages. There are many ways to target loose inserts, depending on whether you usethird-party package distributions like Amazon. Prices vary depending on the size and weight of the item being inserted.
Printed media advertising is a reliable way for brands to talk to their audience one-to-one. It complements video and digital media campaigns, giving audiences a way to physically interact with advertisers. The creative potential is huge, from catalogues, samples and simple leaflets promoting an offer. If you're interested in putting your brand in the hand of your target customer, drop us a line.
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FAQs
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Printed media advertising refers to promotional content placed in physical publications such as newspapers, magazines, brochures, flyers, and billboards. Despite the rise of digital media, print advertising remains relevant due to its credibility, high engagement rates, and ability to reach specific demographics effectively.
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- Tangible and lasting impact – Print ads can be physically kept and revisited.
- High credibility – Consumers tend to trust printed publications more than digital ads.
- Targeted audience – Magazines and newspapers cater to specific readerships, ensuring relevant exposure.
- Less ad clutter – Unlike digital platforms, print media is less crowded, reducing distractions.
- Stronger brand recall – Physical interaction with print materials leads to better memory retention.
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Newspapers – Ideal for reaching a broad, local or national audience with timely promotions.
Magazines – Great for targeting niche markets based on reader interests. -
- Tracking unique promo codes or QR codes in printed ads to monitor conversions.
- Using dedicated phone numbers or URLs to track responses from specific print campaigns.
- Customer surveys and feedback to assess recall and engagement.
- Analysing sales trends before and after a print ad campaign to evaluate impact.
To get started you can call 01598 760700
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