Print vs. Online Advertising
What do readers prefer?

As a marketer, this is the question: where are prospects going to see my advertising and PR? (This presupposes you have advertising and PR creative that will generate response.) While the Web has been getting most of the buzz in recent years, a recent study suggests that print is still your best bet—or putting it in today’s operational vernacular: advertising in print offers the best opportunity of strong ROI.

The Study
InsightExpress L.L.C, a Stamford, Conn., online market research firm, conducted the survey, which tallied the opinions of 500 online respondents. It found that among those people who regularly read online magazines, only 22% actually prefer reading publications on the Web, while 73% said they would not forgo their print product for an online alternative—even for half the price.

23% say eyestrain makes online magazines unpleasant.

Only 32% of respondents read any magazines online. Those who don’t cite inconvenience (54%); dislike of online banner ads, pop-ups and general distractions (47%); prices of online subscriptions (43%); and eyestrain (23%) as the main reasons for shunning online publications.

So, does this mean online advertising is worthless? Absolutely not. The study goes on to reveal that readers do believe that online publications provide more timely content (59%). Yet, only 22% perceive that online magazines provide higher-quality content than print versions.

Strive for a Media Mix
Of note, the study was conducted on online users alone, respondents that actively use the web in there day-to-day business. A study of the entire universe would undoubtedly produce results with an even stronger preference for print.

Interestingly, the study’s preference breakdown mirrors closely Creative Partners Group recommendation to clients that media expenditures be split along the lines of 80% print and 20% online. Of course this is a general rule that must be tailored for individual marketing endeavors. On the whole, however, the study offers clear evidence that advertising in print media is still a strong vehicle for marketing communications.