Many brands are finding that their Internet marketing is not working as well as it did a year or so ago, partially because of the increasing flood of ads. The brands pay Google, Facebook, Twitter, YouTube and other web hosting services huge amounts of money to target potential customers with pop-up ads that often don’t seem to generate much in additional sales.
Some brands like Airbnb, Away, Bumble, Callaway Golf, REI Co-op and Goose Island Beer Co. recognize that many consumers are becoming more and more turned off by the online ads that flood their in-boxes, phones and appear with virtually every internet search and are developing custom, specialized magazines that focus on what their brand has to offer.
If this trend grows it may offer new work for assignment photographers with specialized connections or skills.
The retailers listed above, and others, are launching print magazines as they look for ways to build deeper connections with consumers interested in their products. Foliomag.com has a
good story on what some of these brands are thinking and why they are moving to print.
Many brands now recognize that consumers tend to trust print more than the Internet and believe if a company invests in the printed word what there are offering is more valuable. Joe Pulizzi, founder of the Content Marketing Institute said, “With all the fake news going on, consumers believe that if a company invests in the printed word it’s more valuable. Whether it’s true or not, that’s the perception.”
Print also has the ability to capture more of a readers attention than pop-up ads on digital platforms.
Another advantage of print, particularly if people become subscribers is that the company has access to the consumer personal information and the potential to build a relationship with the consumer. When they advertise online all the consumer information belongs to the web hosting company. The only way the brand learns anything about any target of their advertising is if that individual actually purchases the brand’s product of service.