Print advertising statistics

Print advertising statistics – How Galloways can help

Posted in: Opinion

Want to know how effective print advertising is? Check out the latest print advertising statistics from Galloways, and find out how we can help you get the most out of your campaigns.

Print advertising has been used for millennia.

Ancient Egyptians carved steel, and used papyrus for sales messages and wall posters. Out-of-home (OOH) advertising, designed to target consumers on the go, outdoors, or in public places, was conceived 2000 years BCE.

In 1472, a gentleman of Kent by the name of William Caxton, printed adverts for his book, of which only two copies survive. Caxton is considered to be the first English printer, and the first English retailer of books. His printed adverts were tacked to church doors, recommending Caxton’s Sarum Pie, or the Ordinale ad usum sarum – a handbook for priests – in an early example of targeted marketing.

By the 19th century, printed advertising was a regular feature in newspapers and magazines. Direct mail advertising also became popular in the 20th century, before technological advances such as broadcast media and the internet demanded electronic advertising too.

What is print advertising?

Print advertising is advertisements in hard copy publications such as newspapers, magazines, brochures, and direct mail to reach consumers, and prospective customers.

Print advertising is still one of the best ways to bring in new customers. Campaigns including print are 67% more effective than those without.* Even for companies who wish to focus on maintaining an online presence, print advertising can give business a boost.

The print effect

Print is engaging. We are focussed solely on reading for the majority of time we spend reading newspapers and magazines. Newspaper advertisements are viewed two and a half times longer than the average digital advertisement.

The long-term memory of print mail is almost twice as strong as email, and more than a third stronger than social media advertising. This makes it more likely to influence consumer behaviour.

Print is effective. Advertising mail is the third largest media channel in the UK, worth an estimated £1.7bn annually. 21% of addressed and door drop mail creates a commercial action*. 81% of people have visited a place after reading about it.* Foot-fall visits to the advertiser are up by 75%, and to advertiser websites by 125%. Purchase intent has more than tripled over the decade.

JICMail (Joint Industry Committee for Mail) found that on average, a door drop was often kept in the home for more than five days. Direct mail was more than seven days. Business mail was more than nine days.**

Print is cost effective. Advertising in newspapers and magazines generates £2.43 for every £1 invested, over three years. Newspaper advertisements can increase campaign return on investment (ROI) by 280% for the retail sector, 70% for the automotive sector, and 570% for finance*.

Print is sustainable. In the printing industry, we are fortunate to be working with one of the few, truly sustainable natural products on this earth – paper. It is also one of the most recycled products in the world. If wood harvesting, pulp, and paper production is done responsibly, then it’s sustainable. Advances in technology mean that not only are the printing methods ultra-eco, they’re ultra-high quality. By continually investing in our processes and products, we are able to offer the most sustainable printing solutions to our clients.

Print, post Covid

During the Covid-19 pandemic, more than 8.4 million people worked from home in the UK. Consumers of traditional print media have, of necessity, become more familiar with online content. Advertising spending has dropped.

In research by the British Printing Industries Federation (BPIF), 49% of people surveyed believe they spend too much time on electronic devices. 31% believe they suffer from digital overload, and 46% are concerned device use is damaging  to health. More than 57% of consumers surveyed by the BPIF said they preferred reading print media to digital.

And with projected growth of more than 5% during 2022, the future of print advertising looks positive.

At Galloways, we’ve been providing quality print to the people and businesses of Manchester, and beyond, for 150 years. We offer a century and a half of experience and expertise, and exceptional quality print, every time.

Contact our friendly team of print specialists today, on 01625 870000.

*BPIF; Facts and Figures 2021
** JICMail; 2021 Q4 data

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