The Power of Print & Customer Magazines

In today’s fast-paced digital world, marketers are often quick to prioritise online channels, assuming that print media is outdated. However, when it comes to engaging older demographics, print magazines continue to hold significant marketing power.

While digital advertising is effective for younger audiences, traditional print remains a trusted and influential medium for older consumers. Here’s why customer magazines still play a crucial role in marketing strategies targeting this audience.

1. A Trustworthy and Familiar Medium

Older demographics grew up with print media as their primary source of information. They trust the credibility of printed content over the often overwhelming and misleading nature of digital advertising. Print magazines provide a curated and well-researched source of information, making them more reliable in the eyes of mature consumers. Studies have shown that older audiences are more likely to trust and engage with brands featured in print than in digital ads. According to a 2022 study by MNI Targeted Media, 82% of these consumers trust print ads more than digital ads.

2. Higher Engagement and Attention

Unlike digital content that competes for attention amid endless notifications, pop-ups, and distractions, print magazines allow for a more focused reading experience. Readers of print publications spend more time engaging with content, increasing the likelihood of absorbing marketing messages. Ads in print magazines are viewed as less intrusive compared to online ads, fostering a positive perception of brands that advertise through this medium.

3. Physical Presence and Longevity

A magazine doesn’t disappear with a swipe or a click. It remains on coffee tables, waiting rooms, and bookshelves for weeks or even months, providing ongoing exposure to advertisements. This longevity gives print ads a higher chance of multiple impressions, whereas digital ads often disappear after a single glance. The Association of Magazine Media reports that print magazines have an average shelf life of more than 30 days, ensuring prolonged brand exposure.

4. Tangibility Increases Emotional Connection

Print materials engage the senses in a way digital media cannot. The feel of glossy pages, the weight of the paper, embossed titles and even the scent of freshly printed ink create a sensory experience that fosters a deeper connection with the content. This tangible interaction builds brand recall and strengthens emotional engagement, making advertisements more memorable.

5. Targeted Niche Marketing

Designing your own customer magazine allows marketers to reach a well-defined audience with relevant content. Your budget won’t be wasted, according to Statista, 56% of adults aged 55 and older read print magazines regularly, demonstrating the effectiveness of targeting this demographic through print media.

6. Less Digital Fatigue, More Receptiveness

Many older consumers feel overwhelmed by the fast-paced nature of the digital world, with its endless emails, social media updates, and pop-up ads. Print offers a more relaxed and immersive reading experience, free from the sensory overload of digital content. As a result, older readers are more receptive to advertisements in magazines compared to those encountered online. A survey by Two Sides North America found that 68% of consumers prefer printed materials over digital when it comes to reading.

7. Print Reinforces Brand Credibility

A brand featured in a respected print publication automatically gains credibility. Unlike digital ads that can appear alongside misleading clickbait content, magazine ads are placed in a controlled, high-quality editorial environment. This association with reputable publications enhances consumer trust in the brand.

The Bottom Line

While digital marketing is essential in today’s landscape, ignoring print material and developing a loyal magazine readership when targeting older demographics would be a missed opportunity. Print media continues to thrive among mature consumers, offering trust, engagement, longevity, and brand credibility. For businesses looking to connect with this audience, integrating print into their marketing strategy is not just beneficial—it’s essential.

At DeWinter, our heritage is in journalism and we understand the nuances of reaching different demographics through the right marketing channels. Let’s create a strategy that truly connects with your audience. Contact us today to learn more!