With websites, blogs and social media widely accessible, it is now easier than ever to publish your own content. Unfortunately, it is also increasingly hard to get your message noticed by your target audience, precisely because there is so much content available across the World Wide Web. That’s why B2B print media is so important.
If you want to get more readers, you need to explore different ways to distribute content. And one of the tried and tested ways is: print publications.
The general assumption is that print demand has dropped so low it is almost going obsolete. However, while it is true that demand for print has decreased compared to ten years ago, the 2018 Mequoda Magazine Consumer Study found that it is still relatively high. In fact, in their survey, nearly 63% said they still actively read print magazines.
According to another survey by Freeport Press, more than 57% of their respondents subscribed to print magazines, compared to only 26% for digital versions. They also concluded that people tend to read more, spend more time with and subscribe more to print compared to digital.
Rising demand for print in B2B
What does this mean when it comes to the B2B sector? Interestingly, print media in B2B is not only still doing well, but it is flourishing. The UK’s Financial Times was one of only two newspapers to increase its circulation last year, while the Economist took the spot of the UK’s best-selling business weekly publication. In Australia, Money Magazine had a 6% year-on-year increase of readership.
The Association of Business Information and Media Companies (ABM) conducted a survey, and found as much as 96 percent of all media end users visit B2B websites and read print magazines, and 75% use each format at least once every week. 74 percent of the respondents said they go for both traditional and digital media, instead of choosing one over the other.
More importantly, 61 percent expect to see print magazines grow in importance over the next five years.
The ABM report also warns of a disconnect between marketers and consumers, as companies seem to be moving away from print media while readers are staying put.
Why businesses should continue using print media
Since demand is still there for B2B print media, companies should seriously consider investing in high quality publications that will benefit their customers, or at least be featured in one.
Here are some reasons why print would work for B2B:
It makes a personal connection
Customer magazines, when done right, are effective in making a personal connection between the brand and the customers. Not only can these publications keep customers up to date with the company’s services and products, but they can also be used to share personal stories or to give an exclusive insight into the company and the team behind it.
B2B readers are loyal
According to the same ABM report, B2B media users or readers prefer to spend more time with industry-related print publications, compared to consumer print publications. Another research by Two Sides indicated that once consumers found a print publication they enjoy, they tend to return to it.
It can be used to build trust
Publishing content is a great way to demonstrate credibility and establish your company as an expert in the industry. According to the latest Edelman Trust Barometer, 65% of people turn to traditional media for factual information. Although people still consumed news on social media, only 43% believe what they saw online. Therefore, by having a print publication, you can better position your content as a trusted source of information.
Consumers enjoy reading in print more
Print publications have a special appeal, as they provide a sensory experience that cannot be replicated online. The Two Sides survey found that 72% of respondents enjoyed printed magazines more than digital media, with 63% of consumers saying they actually gain a better understanding of a piece when reading it in print.
Consumers respond well to print marketing
Despite the onslaught of digital ads, print marketing still plays an effective role. In the Two Sides survey, 52% of consumers actually prefer to read product catalogues in print, and 45% enjoy receiving personally-addressed mail and printed leaflets delivered to their home. 56% tend to read physical mail more than marketing emails, and up to 46% would more likely take an action after seeing an advertisement in a printed publication than they would from an online ad.
Print is more permanent
More people are viewing digital as a fleeting experience, as content come and go too quickly on newsfeeds that can expire or disappear. On the other hand, print media is long-lasting. When information, stories and other content are published in print, it becomes something tangible that can be kept and stored and referred to again in future.
So yes, print is far from dead, and B2B print media, especially, still have a lot of room to grow.
If you’re thinking of publishing booklets or even magazines for your consumers, contact Printroom today. We offer high quality but low cost booklet printing with saddle stitch binding, allowing you to produce only the best publication at the best prices. Call 1300 661 200 or get a quote online today.
