Is Print Advertising Dead?

No AI assistance was used in the preparation or writing of this article.

When people hear that I sell ad reservation and indesign automation software for a living, there have been those who would smugly assert "print advertising is dead" or similar doomsday predictions. And when measured up with it's previous status, what we are left with is surely not much to write home about [for those who still know how to write :)].

In my over 15 years in this industry, I can think of at least 4 web printers I have closely worked with that have folded due to the decreasing industry demand. Ditto to the many closed down magazines that I can remember. People find out about sales on whatsapp and instagram, and they increasingly shop online.

But I do see, as I get more and more enmeshed in the print advertising world, that there are still some oasis's of stability in the rocky sea of print advertising.

And, from what I see at least, that oasis is the local market in each and every community.

This first point is quite obvious, but it is still true enough to list. Anybody over 50 may not be as comfortable with all of the new technology. They will still want to read a hard copy of a printed magazine, with the comfort and familliarity that it brings. And yes-50 is young and there is a huge 50+ population out there.

And even for the younger folks, if Grandma's cousin Jeanie owns your local pizzeria, you want to see her ads in your neighborhood shopper magazine. And if your local high school is having their 40 year reunion, your local advertiser is still the place to advertise. Whatsapp will probably be used for that as well, but you can't beat that special feeling from seeing it in your hometown paper. There is something about a hard printed copy that fosters a feeling of connection, a feeling that a website just does not give.

And, more tellingly, is that the facts bear out my theories. I have seen a tremendous amount of local shopper and advertiser magazines still chugging along in 2023. I am sure sales are tough, but they do seem to be holding their own.

In fact, our software program is geared specifically for small, local advertising newspapers. We intentionally keep our prices low and the interface easy, to help the magazine owners in a way that they will feel comfortable. Many have been doing things a certain way for years, and we just want to save them some time. 

So go pick up your local circular today, and have me in mind :)

Until next time,

Yaakov Herskovich

www.layoutsystem.com

yaakov@layoutsystem.com