Holding a brochure, flipping through a magazine, or even just seeing a billboard can leave a lasting impression, enhancing readability and absorption of the content. Brands, recognising the unique advantages of print, have embraced it as a medium to craft memorable experiences that resonate with their audiences on a deeper level.
Studies reveal that advertising recall is 1.7 times higher for ads featured in print than it is for ads appearing in digital news brands. Magazine ads, in particular, offer a unique opportunity for brands to captivate audiences and spark conversation. When executed with creativity and finesse, print advertisements have a 'talkability' cachet that extends far beyond the printed page, enriching brand narratives and fostering community engagement.
A study conducted by Temple University showed that readers spent more time looking at a print advertisement, were able to recall more information, and formed an emotional reaction to the content, The research also revealed that print ads encourage readers to develop a subconscious desire for the product, featured in the ad.
Advertisers continue to innovate with print media, whether it’s standalone or combined with digital, for a unified experience. By integrating digital elements like augmented reality, QR codes, or NFC tags, advertisers bridge the gap between the physical and digital worlds, creating interactive experiences that amplify engagement and strengthen brand connections.