Print Persuasion
With the growth of online outlets and the buzz about social networking, it’s tempting to dismiss the impact of traditional print media. But you may be surprised at how influential print still is.
In 2005, a new channel planning tool named Compose measured the impact of advertising messages on consumers in a wide array of communications channels. This study found that print articles were the most persuasive media channel. Not print ads, not TV commercials, not even word of mouth. In 2007, Compose measured the communication values of 33 channels, including all the new media. Traditional media won across the board, and newspapers made a strong showing.
So if people still want content from print media, what is it they want to read about? The Readership Institute measures newspaper readers’ behaviors, and their research shows that female consumers want more feature style stories in the Food and Lifestyle sections of their papers.
Editors want print content on food and lifestyle because that’s what consumers want. Here is some insight on the kind of editorial content they’re both looking for:
They want:
Valuable information
Articles need to have value to the reader. It has to offer a specific benefit, whether it’s how to reclaim closet space or how to throw a great kid’s birthday party. The stronger the benefit to the reader, the more likely you’ll benefit, too.
Timely Stories
Pay attention to editorial calendars and get your features and releases out in plenty of time for editors to see it.
Short and Sweet
Full-page, color splashed features are wonderful, but don’t forget about shorter articles. Releases can complement a feature, reach different kinds of papers, and are best for time-sensitive or smaller budget initiatives.
They don’t want:
Poor Quality Pictures
Make sure photos are composed well, lit well, and will reproduce well in print. Poor photos can confuse consumers or turn them off.
Overbranding
Consumers don’t like to be “sold” and editors won’t run what looks like a giant ad. Too many product mentions, trademarks or logos and product labels can hurt pickup.
By following a few simple guidelines, PR and marketing pros can use the persuasive power of print for an effective campaign.
