Print based media tends to be more costly than advertising through digital media offerings. Digital media may appear financially more viable at first but budgets can quickly get used up.
Argument for Print Based Media
Many printing houses offer very competitive prices for leaflets, and brochures. In my opinion print based media is an excellent way to get your message out locally. I say locally because with print based media you are responsible for its distribution,
An important fact that needs to be made is that many printing houses also offer 100% recycled paper so the argument that print based media is not green is highly questionable.
Argument for Digital Media
The ability to segment the market and to zero-in on your market is in my option the biggest advantage digital media has to offer. Once your marketing message is in digital form it is flexible enough to be displayed on various digital mediums, like TV, internet, mobile etc. The cost of reproducing your digital message costs noting, so the dissemination of information is a big plus.
There are 500 million users on facebook, a social networking site which businesses are using to connect to their audience.
Many businesses recognize that they must engage in dialogue with their market and communicate in real-time with business news and offers.
What are digital based media delivery mechanisms that directly rival print based media?
- Social Media, Twitter & Facebook etc
- Pay-Per-Click and Cost-Per-Click Advertising
- Web Banner Advertising
- TV & Radio Advertising
We are currently going through a recession and sp businesses and the Government are making cuts. Printed media is being affected by this too. Digital media is chosen over print based media because the perception is that it is financially more viable. In my experience I would say that you cannot and should not ever rule out print based media.