During the past few weeks we’ve had a rash of print ads to do for a variety of clients. The increased activity feels to me like the final twitches; nerve endings firing off across the synapses into empty receptors.
What happened to the print ad?
Ten years ago it shared the rule of the known universe with its more garish and unattainable sibling, the TV commercial.
You could always afford a pizza date with the print ad, even when your resources wouldn’t allow you to squire around a TV spot for the night.
Well, we know the Internet happened. But was the Internet the executioner?
No, the consumer was actually.
As soon as the consumer began to go forth and multiply in online social spaces, the traditional one-way dialogue that is a print ad lost all its relevance. The newspapers were soon bereft of them.
There are still people reading papers, so why have the ads disappeared?
They haven’t adapted to the change in the push/pull of consumer content. They are old school, not because of the medium, but the message.
Is there any hope Doctor? Only this: if marketers can start looking at print ads as parts of an overall digital strategy, as drivers to digital environments, they may still be of real value. The audience is there, dwindling, but still ticking.
The last best hope is that print ads become part of the change they currently ignore.
In other words, stop twitching and start switching.