Print is not dead! In recent years there has been a big shift to make everything digital. The focus on print marketing, and print publishing has decreased. But, print advertising remains one of the most effective marketing tools, offering a solid return on investment (ROI) when executed strategically. In fact, studies show that print advertising can yield a 120% ROI for businesses. While digital marketing has surged in popularity, print ads continue to offer distinct advantages, such as higher trust levels and longer engagement times.

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According to the Retail Advertising & Marketing Association, 47% of all consumers are more likely to start an online search after reviewing a magazine ad. However, what makes print advertising hard is that it’s not as easy to track as digital. For web ads, social media posts, websites, we can easily see numbers, click rates, visitors and likes. Print advertising can’t be tracked in the same way—but that does NOT lessen it’s value!

Here are five proven ways to maximize your ROI on print advertising:

1. Sign Up for a Long-Term Contract

Instead of running one or two isolated ads, consider signing up for an annual print contract. This allows your business to stay in front of a publication’s audience consistently, increasing brand recognition. A longer contract will get you in front of the publication’s readers more often, and they will begin to recognize your company or service.

While an annual contract seems like (and is) a commitment, you actually will typically get a discounted per ad rate for signing up for a longer contract. For example, Sass Magazine offers discounted ad rates for longer-term commitments.

Update your ad with each issue—whether it’s changing the headline, offer, or image—to keep the content fresh and engaging.

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2. Keep the Message Simple and Focused

It’s tempting to cram every detail about your business into a single ad, but simplicity is key. Make your message very clear and concise. Readers need to scan your ad quickly, so focus on one primary offer or message. Use a clean design with 1-2 large images, a clear headline, a concise call-to-action, and essential contact information. Overloading the ad with information will only overwhelm your audience.

For more information, read Anatomy of an Effective Ad Design.

3. Track Your Print Ads

Unfortunately, simply asking new customers how they found your business often won’t tell the full story. When asked, they may say they found you through your website, social media, or word of mouth, even if your print ad played a major role in driving them to explore your business. One of the primary goals of print advertising is to encourage a specific Call to Action (CTA), like visiting your website, scheduling a consultation, or calling for more information.

To truly gauge the effectiveness of your print ads, you need reliable tracking tools. Include elements such as promo codes, vanity URLs, or QR codes that lead to dedicated landing pages. These methods allow you to track the exact number of people who respond to your print ad, giving you more insight than relying on customer feedback alone. By steering customers toward an action you can measure, you can better understand how your print ads contribute to your overall marketing success.

PS-If you need to create a QR code, we recommend QRCode Monkey, a free online QR code generator.

4. Target the Right Audience

Placing your ads in the right publication is critical for maximizing your ROI. Not all magazines, newspapers, or direct mail services will offer the same results, so it’s essential to choose ones that align with your audience’s interests, demographics, and buying behaviors. By focusing on publications that cater to your ideal customer, you ensure that your message reaches individuals who are more likely to engage with your brand or take action.

This targeted approach doesn’t just improve engagement rates—it boosts the overall efficiency of your ad spend. You’re not wasting budget on readers who aren’t interested in your product or service, allowing you to focus resources where they will have the greatest impact. Publications that resonate with your audience help deliver higher-quality leads, meaning you’ll get more meaningful returns from each ad placement.

By knowing your audience’s habits and preferences, you can ensure that your print ads are working as hard as possible to drive results.

5. Mix Print with Digital Marketing

To maximize ROI, it’s essential to integrate your print and digital marketing strategies. Print ads are highly effective at capturing attention and creating lasting impressions, but combining them with digital elements allows you to track engagement and drive conversions more effectively. Use your print ads to direct readers to your website, social media pages, or even a dedicated landing page. Including QR codes, vanity URLs, or promotional codes exclusive to print ads creates a seamless connection between your offline presence and online platforms, making it easier for potential customers to continue their journey with your brand.

By encouraging readers to engage digitally, you can also take advantage of digital marketing’s strengths—like real-time tracking and analytics—while leveraging print’s ability to stand out in a crowded advertising space. Offer special promotions or incentives for readers who respond to your print ad by visiting your website or interacting on social media. This cross-channel strategy not only enhances the visibility of your print campaign but also increases the likelihood of converting readers into paying customers, ensuring you get the best possible return from both mediums.

With these strategies, businesses can tap into the lasting power of print advertising and drive meaningful results, even in today’s digital-first world.

Not quite sure how to go about creating your most effective print ad? Contact us at advertising@sassmagazine.com or schedule a free 15 minute consultation with our publisher by clicking here.

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Sass Magazine is a lifestyle and professional women’s magazine with an in-print publication as well as an online media resource for women across the US. But, we’re more than that. We are a resource for savvy and sassy women, of all ages, who are more than their careers, more than their families or children, more than their friends… a resource that focuses on THEM!

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