Small Businesses Plan to Spend Less on Print Advertising
The fall of print media is hitting the advertising industry. The decline of newspapers has been steadily approaching for years, but as the coronavirus pandemic hit, it went into overdrive.
With the shutdowns in 2020, the world halted – so did the need for print ads in newspapers. As events were paused and theaters closed, ad revenue steadily decreased for print newspapers, and the world continued to move onto digital media assets.
Thirty percent (30%) of small businesses plan to spend less on print advertising in 2022.
Lark Allen, a content marketing specialist at Drive Research, a market research firm, blames accessibility.
“Digital media is quickly replacing print marketing for advertising because it’s far more accessible. Just a tap or click allows for the discovery of new content. Adding onto that, creating content for these platforms is becoming more and more simple,” Allen said.
Audiences in today’s society have grown tired of snail mail, paying more attention to channels that provide them with immediacy and instant gratification.
Silvana Massolo is the founder of The Bloom Agency, a boutique social media agency dedicated to helping small businesses.
Massolo believes that while print advertising allows you to showcase your brands in a creative way that withstands the test of time, it is much more of a guessing game when it comes to ROI and views.
“You can track how your dollars are spent when you run a social media or digital campaign – and you have control over who will view your ads.”
“You can track how your dollars are spent when you run a social media or digital campaign – and you have control over who will view your ads,” Massolo said.
The lack of transparency is also hitting larger businesses.
Our data found that nearly 40% of businesses with over 250 employees (36%) are investing less in print advertising.
As it becomes tougher to find ROI and other metrics with print advertising, more and more small businesses are pulling the plug altogether for options that are much more lucrative.
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