“In every part of our business we have upgraded our thinking to accommodate online and social media. From the way we organise events, to the processes we have in place for launching new products. We have welcomed bloggers since the very beginning, we were the first UK agency to run a dedicated bloggers event and we now have a team dedicated to driving social media and influencer relationships. Whilst there is always a focus towards online, bloggers, vloggers and influencers, the influence of print media, is 100% effective from a commercial level, for driving sales and impacting our clients' P+L - and really that's what we're here for,” Kelly Marks, Co-Founder Pure Public Relations. “The key thing for PR success is achieving what we like to call the 'the sweet spot', the cross-channeling of print + digital + social + direct to consumer activity.” explains Kelly . And as we wave goodbye to yet more print titles with the closures of Interview and Look Magazine, we feel that this is a discussion worth having. Here’s why…
The last ever Look
11 years & 561 issues later
1. A recent report found that 56% of consumers find print marketing to be the most trustworthy form of marketing. And we don’t know about you but accounts using #ad #spon #sponsor after every post are starting to lose our trust and attention. In fact in a recent survey we found that 50% of women aged 25-45 had recently purchased something they'd seen in print (magazine or newspaper), 40% had bought directly from seeing something non commercial via a social media feed and just half of this a sponsored social post. Additionally, following certain articles we have achieved through PR for our clients, they report back to us notable uplifts in sales when hits are in leading weekend supplements. (see details below)
2. Subscriptions remain strong. The Times saw a recent sales jump of 200% in paying-subscriber sales, which is being put down to a shift in the editorial approach. According to Catherine Newman, chief marketing officer at The Times and Sunday Times, as much effort is being put into increasing engagement with existing subscribers as it does to acquiring new ones. The Times has a call centre open for subscribers who want to make contact about its coverage, and those conversations are played in meetings so journalists can hear first-hand what readers want. The industry is becoming more personal than ever before.
Two talented editor's on the media matter...
3. Print media is tangible and you can go back to a magazine time and time again to leaf through the pages. You tear pages out, keep magazines on their coffee tables and share them with your friends. According to Newsworks, new PAMCo (The Published Audience Measurement Company) data shows that print still reaches 1 in 4 adults every single day. That’s 24.5 million every week and 30 million every month. It’s no secret that newspaper print circulations have declined, newspapers maintain a weekly readership of 24.5 million, versus 11.1 million on desktop and 26.6 million on mobile.
4. Print advertising is still key for brands, and they talk time and time again about how they still value it – alongside digital ads, not instead of. According to Newsworks, touching a print ad increases purchase intent by 24% and 16% would be glad to try it. The ‘physical interaction’ increases their love for the brand by 22%, consideration to purchase by 66% and talking about the brand by 40%. Adding newspapers to your campaign boosts your return on investment by three times on average and makes other media work harder. So while it's not strictly our domain, when our clients ask us for our advice on where to spend their advertising budget, we like them to acknowledge the titles that have supported them over the years - it just feel like the right thing to do.
5. If you want to read about celebrities and gossip, your best bet is to visit their Instagram feed and connect directly. With ‘fake news’ being brought to our attention, Brexit and international affairs in the spotlight, consumers are seeking out factual news and events, and the result is an incline in circulation for titles like Private Eye, The Spectator and The Economist by as much as 37.2%.
[Subhead] The Power of Print
Pure Public Relations truly believe in being client centered and commercially driven – here are just a few of our print success stories that back-up our beliefs…
- Super Facialist saw a 317% increase in sales after appearing on India Knight's page in Sunday Time Style Magazine.
- The sales of Perricone MD No Foundation Foundation in John Lewis soared and were 2000% higher than the previous year after it appeared on Lesley Thomas’ column in The Times.
- Malin & Goetz saw a week’s worth of business in one weekend after it featured in Sunday Times Style.
- Lorraine Candy featured Super Facialist Hyaluronic Acid Daily Brightening Cleanser in her column and sales doubled.
- The Saturday Magazine’s Lesley Thomas wrote about Perricone’s No Bronzer Bronzer which resulted in 5 months of sales in 5 days.
What are your favourite magazines and papers to read? Tweet us @pureprlondon.