Print is Dead? Not so Fast!... The Staying Power of PR
By Lorraine Abelow Founder & President, Abelow PR | June 05, 2016
While the vastness of online content through the variety of channels is key to a PR campaign, the traditional print media environment for news impact is undeniable. An article in the New York Times or Wall Street Journal has undeniable lasting power. The sheer proliferation of industry specific print media one sees in Barnes and Noble and the staying power of a major feature article is a vital component to a successful campaign. While thousands may read an article online, the magic of the printed page still holds the attention like none other. Recent studies by the Magazine Publishers of America bears out the value and substantiates to anyone who wants to sustain a powerful PR program, that print media must be integrated into your program.
So the question emerges: Is Print Dead? It has been buzzing around media circles since the rapid onslaught of social media. Studies reveal it is not at all dead for a variety of reasons. One of them that should be stated at the outset is that the numbers of followers on an Instagram or Facebook feed are not always real. In the hotel and travel field, Instagram has caught on like wildfire. The problem is that while the numbers may be upwards of 100,000, that doesn't hold a candle to that of Conde Nast Traveler for example which has in excess of 1 million print for the magazine, and 2.5 for their online content.
While many businesses have migrated the advertising to the web because of the cost effectiveness, exposure and convenience, print still maintains its stance as a necessary component of the overall marketing strategy, particularly for editorial coverage.
Let's take a minute to examine the advantages print media coverage has over its digital counterparts. And by print media we are including all the relevant categories to a hotel entity or hotel technology company: general interest magazines, trade publications, newspapers and travel media at large.
Holding a magazine in your hands on an airplane, say the inflight Hemispheres on United, or Elite Traveler, if you are on a private jet, is a sensory experience. Studies have shown people spend on average 25 minutes, and upwards of 45 reading a magazine. They are taking the time to delve into the articles of interest, clear of the distractions, which bombard you in the online environment. Having the content in their hands is real, it exists. There is no doubt in anyone's mind that online content has a fleeting characteristic that impacts retention and comprehension. In fact at prestigious universities such as Williams College, students are not permitted to bring computers into the classroom to take notes. And their textbooks are real books, at most universities from NYU to Cornell.