Here at Sabre, we create both print and electronic media for our clients, as there are pros and cons to both forms of media. However, we know that it is vital that we are able to provide both, as they clearly rely on each other to achieve our client’s advertising and marketing goals.
As we continue deeper into a technology driven society, the question of whether print media will be able to keep up with electronic media is immediate. Print media has been around for centuries, but electronic media has recently completely changed the way that we communicate. However, we aren’t sure if it is a question of which serves the public better, or which will be able to outlive the other.
Electronic media is fast, fairly simple, and involves hardly any resources. Sometimes, however, in the maze of the technological world, things can be lost or deleted, and without a hard copy, are never to be found again. Print media, on the other hand, uses lots of resources, but is less complicated and much more straightforward than electronic media. Print media has millions of loyal customers and is familiar to all generations as a reliable way of storing as well as spreading information. Just like electronic media, print media can get lost and without a second copy, the printed information is lost.
When it comes to advertising and marketing using print and electronic media, the return rates and price comparisons end up determining which one can benefit a company more. In online banner ads, the click through rate is between 0.3% and 0.5%, meaning that 3 to 5 people in every thousand click through to view the rest of the ad. Direct mail on the other hand, has a 1%-3% return rate, and email ads have a 5-15% response rate. Depending on the demographic targeted by the product, print and electronic media both have their advantages. Each one is specifically tailored to a certain type of customer whose media habits are reflected in their responses to different types of advertising.