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Is Print Media Still an Important Part of a Marketing Mix?

Estimated reading time: 3 minutes

In today’s digital world, there is plenty of competition when it comes to business, marketing and general success. Whilst new and improved technologies have bought a whole scope of online opportunities, print media is still a crucial part of a marketing mix. Whilst many corporations opt for a completely online approach, producing printed materials is still a key way of engaging with consumers and advertising a brand.

What is printed media?

Print media is any communication which has been printed. This form of marketing material includes goods such as newspapers, leaflets, posters, flyers, catalogues, billboards, business cards and so on.

Benefits of using print media


When creating content such as email brochures, ads and pop-ups, it’s inevitable that these techniques will disappear or get misplaced. Print media, on the other hand, is a practical material which can be explored where ever and whenever the consumer prefers. Print media remains available for a greater length of time.


Viruses, scamming and computer bugs. These are just some of the risks that come with online activity. One of the main benefits of print media is the reliability and ease of what you’re reading. There’s no second-guessing if what you’re reading is true and there’s certainly no fear of clicking a dodgy link.

Reaching the target audience

Print media such as billboards, leaflets or flyers are typically placed in noticeable locations. As this marketing technique is done on a large scale, their bold statement is unbeatable. Although online marketing also has great power in terms of reaching consumers, print media is great at catching you when you least expect it.


With most things nowadays being visible through a screen, there is still that human desire to touch and physically experience a product. Although technology has bought convenience, printed media brings this tangible understanding that the online world doesn’t.


Customers tend to skim read for around 15 seconds when viewing online material. Whereas when a piece of print is directly in front of you, engagement lasts for longer and is also much more memorable. People tend to take more time when reading printed copy, as online engagement is usually done for convenience and a quick result.

Competitive advantage

There’s no doubt that printed media has become less used through the years. Whether we’re talking newspaper ads or catalogues, the digital world has definitely changed the game. But this isn’t a negative. With fewer companies opting for print marketing, this leaves a gap in the market and a much greater chance of your business being seen.

Find out more about digital PR through our beginner’s guide.

Reaches a more traditional consumer

The type of marketing technique a business uses hugely depends on its demographic. For instance, if you’re an online women’s clothing brand, populating your website and social media will probably work best. There are however still certain age groups and audiences who aren’t familiar with the digital world or just prefer not to use it. In order to reach these customers, you still need to tailor to their marketing preferences.

To conclude

No matter how much technology is developed, print media is the original marketing mix. Print is unbeatable in its ability to grab and keep hold of the reader’s mind. Not only can printed material be delivered straight to people’s doors but it’s also ideal for small business marketing looking for local success. Although there has definitely been a decline in printed products, some of its features are simply timeless.

Annie is imaginaire's Digital Marketing Executive and covers topics such as social media, web design, SEO and content.

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