Paper Based Advertising Dead By 2020 ?

I recently read somwhere that paper based advertising could seriously be undersubscribed by 2010.

Having worked in that industry 10 years ago I have already noticed a sharp decline in the number of clients that express interest in magazine or press advertsing.

I would be interested to hear other people's views on this subject.

 

Frank Lane

Marketing Forum

 Daft. As everyone knows by now, the minute you pronounce the death of something you create a demand for it. If it becomes sparse, then those who want to sand-out will use it because it is no longer the norm. Nothing ever dies.

NEVER.TV,RADIO, ALL NEED PAPER ADVERTISING AS WELL IF THEY STOP SO WILL THE COMPANY EVENTUALLY,,,,,, LOOK AT WOOLWORTHS WHEN WAS THE LAST TIME THEY PRINTED AND DISTRIBUTED TO HOUSEHOLDS...............................................IF I SEE SOMETHING I LIKE I KEEP .. AND SO DOES THE WHOLE OF THE POPULATION...........................HOPE THIS CLEARS THIS UP A LITTLE.....

Having worked in Print media, I would say that it will never quite go away but it will diminish. For example Yellow Pages advertisers are dropping but not at the rate of new Yell.com subscribers, which shows that, although Online is a much more cost effective approach, there is still a great trust in Print.

We were taught there is no such thing as bad advertising, the more places that people can find you the better so I believe there is a future for print but there wil probably be a 50% reduction in revenue as that revenue moves online.

It's already dead, just no one noticed.

Darian. Bollocks. Utter bollocks.

Long before this current epoch, when large beasts roamed the earth next to shallow tropical seas with gigantic ferns in tranquil bays, there was a pronouncement: with the computer will come the paperless office. Yes, they did actually say that. The poltroons. Paper has never been in more demand. During our college, school, office and home time how many handouts, print outs, agendas, direct-into-the-bin mailings (that's why they call it direct mail), price lists, Ikea catalogues, Tesco and Argos catalogues, magazines, free newspapers, paid newspapers do we encounter? That's why the council gives us a separate paper recycling box, for goodness sake. Alright some titles are in decline. But then so is the whole western world. For me, advertising is sound and vision combined. I'm funny that way. Wasn't really outstanding in print ads, but my TV..... Sure I need to see the specs somewhere else, but if it's a pair of jeans or a fragrance, that'll do. It's all you really need. I think I know what's behind this: Clever print ads are in decline, but then so are clever tv and radio commercials. And they are as every bit important to your medium as the content. Those glossy hotel and holiday magazines: if you had a DFS ad in one of them or a injurygoldlawyers4U, it wouldn't be the same, would it? Because you see the ads for Elounda and Vacheron & Constantin, for Oceanfast yachts, for Maserati, it raises the tone. If you had to choose to drop one for cost reasons: after all, we don't all have the budget for 140 channels, press, print,radio, PR, outdoor, web, stickers, wobblers, contests, and rest of the crap end; which would it be? The things that are in decline, like those poor wretched gigantic beasts of old.

 I don't believe by a long way that paper based advertising will be dead in a decade from now, but it is clear that it is going to be much reduced.

You only have to look at the steep decline of the US newspaper market. Of the top 25 US newspapers 21 have seen their circulations fall since 1990 and only four have seen it rise. Most of those falls have been in double digits and 10 have seen it fall by around 40% or more. That rate of decline is increasing.

The same is true of circulation falls in the UK market. Daily papers’ are down three percent year on year to a total average of 10.98 million a day. Sundays fell 5.3 percent to 11.18 million copies a week.  

In a decade's time most newspapers will have many fewer readers as will magazines. Many more will disappear - but not quote for good.

 

 

I'd say it's unlikely to die completely due the the level of trust it enjoys with readers. How viable it will be for smaller businesses depends how much the cost of printing and paper rises due to falling production levels, but at the very least the glossies will always be worthwhile for those that have the margins to afford them

Well it has happened.Today (on early morning Radio 4) internet advertising in the UK became the media with the largest spend. In fact spend just mirrors where target consumers are. In the 1930's there was no TV so everything was on print, billboard, and carrier pigeon. Towards the mid fifties things changed to television where it remained the dominant medium until now when things have slid to where we are,stuck to our computer monitors.

Now, if you had good TV commercials in support of a web presence- wherever it is: whether in a seller like Comet or Oyy or is it Oyyyyy? or just a site, the two things would interact and produce wonderful results. If internet speeds were what they should be, you could stream a real live walking talking,all singing, all dancing commercial without paying media costs to a TV station.

Problem is of course, dumbo clients will see this as vindication that they don't need a TV commercial, or press, or billboard and just switch to the web. The fact that you have clickers on silly boxes are taken as proof of effectiveness. Billboards and TV commercials don't have them, yet they are obviously effective for registering the whole story about a product in terms of style, branding, attitude and all the rest of it.

Advertising is an orchestra; everything plays from the same piece of music, and some instruments are strident like the triangle. They are played whenever necessary, but infrequently, but because they jar and stand out, they should not be given more than their fair share.

I've said it before and I'll say it again: The commercial hits you first. Then you check it out. The old chestnut:Zebra coffee

if you suddenly saw it on the supermarket shelves at the same price as your regular coffee:Nescafe, or Douwe Egberts, Jacobs, Twinings or even the supermarket's own label, would you buy it? It could be good, it could be a con, it could be excellent and fairtrade and all of that extra "harvested by Bessarabian maidens by the light of the eleventh moon during tropical organic mudslides". Only if you have seen something BEFORE and the word is SEEN (and HEARD ideally) would you grab it and put it into your trolley.

Let's not throw everything out of the pram that's not "digital".

 Exactly the balance will shift but each form will still retain its own strengths to be exploited