Is Print Advertising Dead?
The answer is a resounding ‘no’ – particularly if your business serves farmers.
A recent study by the Agri Media Council found that 80 per cent of U.S. farmers surveyed use agricultural magazines and newspapers on a weekly basis. At the same time, 70 per cent reported that agricultural magazines and newspapers are their preferred information source from which they first learn about new agricultural products, equipment, services, and suppliers – before all other channels.
Here in Canada, a 2012 Ispos Reid survey found similar results. It showed 72 per cent of Canadian farmers rely on agricultural newspapers and magazines to learn about new farm products, services, programs, and/or sales on farm inputs. That number was even higher in Ontario at 82 per cent. Almost half of Canadian farmers who responded said they rely on agricultural flyers and brochures received in the mail for this type of industry information.
Farmers Trust Print
In today’s digital age, you might be wondering why the majority of agricultural producers are still so loyal to print publications as an essential source of industry news?
For starters, agriculture is a very specialized business, and most agricultural print publications have been around a long time – earning credibility with farmers. Producers want to use information sources they trust when deciding who to rely on for industry and product news.
If you want to reach farmers with your advertising dollars, it’s easy to see why agricultural print publications should be part of your plan. Targeting these publications also ensures your readers have a specific interest in agriculture, making them more likely to be interested in your product or service.
Another advantage of print advertising is its longevity. Print publications are often still on your coffee table or desk long after your digital ad has disappeared and been forgotten.
A Multi-Channel Approach is Important
However, while print publications can definitely play a valuable role in your advertising strategy, other media channels should certainly not be ignored.
The Agri Media Council survey shows 35 per cent of farmers who responded still access radio and 37 per cent surf websites for agricultural industry and product information weekly. As use of other digital media tools, such as mobile apps and social media platforms increases – especially among younger farmers – we believe a multi-channel approach to marketing and advertising is becoming more important than ever.
In our next blog post we’ll explore why a multi-channel approach can bolster the success of your advertising campaign.
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