As we all know the COVID crisis has had enormous impacts on our lives and on the economy. Newspapers have been especially hard hit among the many industries that saw a large number of their customers disappear virtually overnight. Once again people were declaring print media dead and perhaps buried this time.
But since the COVID shut downs began we’ve seen a really strong surge of ad placements and consumer response. Several advertisers that have done particularly well have done so in part because of the pandemic – OMAHA STEAKS, LEAF FILTER, ADT SECURITY, AT&T TV AND OTHERS. In fact, April response was up by 35% over March. May response was up another 36% over April. June is currently running another 17% ahead of May. These are very strong month-over-month increases. So at Mediabids we’ve seen anything but the notion that print media is dead and it’s certainly not buried.
Need a little more convincing? Understandable. An article appeared at Forbes.com today, highlighting how suddenly there are more marketers using full-page, print ads. This isn’t that surprising really. Newspapers have long been a place where marketers go to say something, especially if what they are saying is a little weightier or requires more space. These are complicated and challenging times. Print ads are unique in their ability to capture reader’s attention and say more rather than less (or nothing at all.) So it stands to reason marketers are once again turning to print (and newspapers in particular) to talk to consumers. To read the full article click here.
”Long copy sells more than short copy.” -John Caples, VP- BBDO
For more info about response-based print advertising and the campaigns to start running now, please visit Mediabids.com or email Jim at jjinks@mediabids.com.
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