I remember the days when people would tell me that the Internet would make paper obsolete. Many people remember that from the late 90s. Of course, the last time I heard that was just a few days ago. It was interesting because it came from someone who was making a living in selling print advertising.
Much like the fact that we have not been replaced by robots or overrun by Damned Dirty Apes, the Internet has not completely replaced print. It has given many print publications a run for their money (mainly news circulars), but publications like Popular Mechanics continue to increase their subscription base.
I’ve been advertising in magazine over the past three years, fairly extensively, and I’ve noticed a very interesting rapidly changing trend. Three years ago, my print advertisements would have received 85% of all of our orders via the phone and just 15% via the Internet. My most recent advertisements pull about 65% from the phone and 35% from the Internet in the same publication. The URL for the advertisement is not any more prominent than it was 3 years ago. The market has changed.
Consistently, one of my most popular posts here on WordPress is a post the Gravity Defyer Shoes, which are only advertised in print. There are so many searches run on Google for people looking for the shoes that it took my post about Knight Rider Ratings to finally have a post that exceeds the number of hits/day that I receive about the Gravity Defyers.
Bottom line is that print is still a viable advertising method, but you need to make sure you back it up with a strong Internet presence. People see your ad, and they want more information. So, they check the web!