I think so. It'll take another 4-10 years but I think you'll see more and more niche magazines go to digital only formats. I think it digital only has a few benefits. I think cosmo or magazines like that will survive a bit longer, maybe.
A few thoughts:
1. There is no question the print is facing some serious challenges.
2. There has been a big push and rush to digital and online - no questions about that. HOWEVER, few digital advertisers really look deeper into it. They get all excited about the metrics - we got X-click thrus, we collected a few email addresses - those tangible results are compelling. But there are a massive number of digital ads that NEVER get seen. And just generally, ask yourself - when was the last time you (not just you Brian, but the general you) clicked on an online ad?? Many moderate to heavy-duty online folks, absolutely loath online digital ads - and even use ad blocking software apps to screen them out!
3. I just wrapped up a large project in the triathlon business based on print ad sales (we had a record year of print ad sales!!), and I can't tell you how many people I spoke to who said after they said "no thanks" to my pitch, that they are getting completely out of print advertising. That's fine but . . .
4. Then we had that Slowtwitch poll about bike brands last week, and the results were rather illuminating - many bike brands, and some well known high profile ones, scored VERY low. Print ads act as a bill-board - and help tremendously in just getting the word out there on your brand, keeping you in front of custoners, and with brand recognition. People need to know of your brand, BEFORE they will buy your brand! This is where print ads can be VERY helpful.
5. But now people want and expect too much of their print ad - they want it to deliver, results, metrics, numbers and direct sales - like their digital ads may be doing - but they are asking too much, and that's not why you would run a print ad (read over #4 again). I always suggest using the 100-people-in-a-room test. Put 100 random people from your target market in a room. Ask them if they know about your brand, or would they consider buying your brand. If you scored 75 - 80+, there may be a a good argument to forgo print ads, but if you are much less than 50 - there is a VERY good argument to consider print ads in that market - for that general brand recognition action!
Sorry to see the demise of the print addition of LAVA.
Steve Fleck @stevefleck | Blog
A few thoughts:
1. There is no question the print is facing some serious challenges.
2. There has been a big push and rush to digital and online - no questions about that. HOWEVER, few digital advertisers really look deeper into it. They get all excited about the metrics - we got X-click thrus, we collected a few email addresses - those tangible results are compelling. But there are a massive number of digital ads that NEVER get seen. And just generally, ask yourself - when was the last time you (not just you Brian, but the general you) clicked on an online ad?? Many moderate to heavy-duty online folks, absolutely loath online digital ads - and even use ad blocking software apps to screen them out!
3. I just wrapped up a large project in the triathlon business based on print ad sales (we had a record year of print ad sales!!), and I can't tell you how many people I spoke to who said after they said "no thanks" to my pitch, that they are getting completely out of print advertising. That's fine but . . .
4. Then we had that Slowtwitch poll about bike brands last week, and the results were rather illuminating - many bike brands, and some well known high profile ones, scored VERY low. Print ads act as a bill-board - and help tremendously in just getting the word out there on your brand, keeping you in front of custoners, and with brand recognition. People need to know of your brand, BEFORE they will buy your brand! This is where print ads can be VERY helpful.
5. But now people want and expect too much of their print ad - they want it to deliver, results, metrics, numbers and direct sales - like their digital ads may be doing - but they are asking too much, and that's not why you would run a print ad (read over #4 again). I always suggest using the 100-people-in-a-room test. Put 100 random people from your target market in a room. Ask them if they know about your brand, or would they consider buying your brand. If you scored 75 - 80+, there may be a a good argument to forgo print ads, but if you are much less than 50 - there is a VERY good argument to consider print ads in that market - for that general brand recognition action!
Sorry to see the demise of the print addition of LAVA.
Steve Fleck @stevefleck | Blog