Digital Ad Marketing vs. Print Magazine Marketing: A Comparison

Whether they're thumbing around the web or through a magazine, people notice ads. 82% of U.S. internet users trust print ads when deciding to buy something, reports MarketingSherpa. And the digital ads they see command a respectable 61%.

So, if you're debating both, which type of marketing is best for you? Print packs a trustworthy punch, while digital ads hone in on the people you want.

It's a tough call. But we're here to shed a little light. Zoe Marketing & Communications manages hundreds of both types of campaigns each year. We've run regional parenting magazine ads in metro Detroit and Chicagoland for 35+ years — and digital ads for 15+ years.

We understand the perks, cons, ups and downs. And in this blog, we'll compare digital and print ads on these merits:

1. Aesthetics: What both ads look like and where they appear

2. Goals: How both ads compare in branding vs. conversions

3. Costs: The amount you can expect to spend on both ads

4. Time: Looking at how 'labor intensive' both ads are

5. Results: Comparing how quickly both ads work

6. Ideal clients: The bottom line on who each ad is best for

7. Consider using both digital and print marketing

By the end, you'll see how digital and print ads stack up. That way, you can make a decision that fits your business — whether you work with Zoe or another agency.

1. Aesthetics: What both ads look like and where they appear

Digital ad aesthetics

These little squares and rectangles fill the margins of the digital content we consume every day. We typically see them in articles, search engine results and apps.

When done well, digital ads have some simple imagery (usually including a logo), a brief and clear message, and a call to action, or CTA. They can be potent when targeted to the right audience.

Print ad aesthetics

These ads are "reserved space" in a national or local magazine or newspaper. Often, the magazines feature niche topics centered on an interest or identity (e.g., knitting or parenting). This can help with targeting the audience you're trying to reach.

Ad space comes in various sizes, depending on the publication (i.e., quarter-page, half-page or full-page). The ad features strong imagery — including a logo, color scheme and original or stock art — and a branding message. Sometimes there's a CTA, too.

2. Goals: How both ads compare in branding vs. conversions

Digital ad goals

These help with branding and conversions — or both. It depends on the message and tactic.

For instance, let's say you're a school looking to enroll new students. Digital marketing can raise awareness among folks considering changing their child's education. So you can "brand" your school to them and share what you have to offer.

And, thanks to digital ad retargeting, you can also drive those parents to a landing page on your site with a form to fill. Once you "capture" their info, you can reach out directly about registering. 

Print ad goals

Print ads are best for branding. Seeing a business' ads in a magazine can raise its profile and reputation. But these ads aren't designed to have people leave their reading experience and visit a business website to "get more info" or "register now."

That doesn't mean print ads don't have call-to-action lines. It's just that the expectations for those CTAs aren't as high as the digital ads, which are clickable by design.

That said, digital ads can become overwhelming and ignored. By contrast, print ads can get more attention and consideration — for the right audience in the right magazine. 

3. Costs: The amount you can expect to spend on both ads

Digital ad costs

These rates vary depending on the tactics and whether the ads are:

• On a website owned by a newspaper or magazine

• Programmatic ads (the ones that follow us around the web and our apps) served via "ad exchange" marketplaces

• Search engine-based, most commonly Google Ads

You get charged for impressions or the number of people who see your ads. And the total impressions you need depend on who you're targeting and the size of that group.

At Zoe, we often tell clients that the smallest spend is $750 a month for a barebones campaign that will generate at least some results.

Print ad costs

These rates depend on the publication, circulation and size of the ad. Print can be more expensive than digital marketing because it costs more to produce. It's not uncommon to spend thousands of dollars on one ad in one issue of a magazine.

4. Time: Looking at how 'labor intensive' both ads are

Digital ad time demands

You'll need designed ads in a few sizes (typically at least three). You should update those ads every 30-45 days to avoid "click fatigue."

Next, you need to determine your audience to target. So you'll answer a few questions related to that. Then, your marketing team can set up the campaign.

The process takes about a week if you're a quick decision-maker and responsive to your marketing team. It takes less time than that if you already have digital ads designed. 

Print ad time demands

As with digital, you'll need a designed ad — but only one. Some firms, like Zoe, will create that ad for you at no extra charge. From there, it's placed in the magazine as it's designed. So, comparatively, it's not time- or labor-intensive.

However, your print ad helps underwrite the time, labor and cost of creating the magazine you're advertising in — which is very time/labor intensive.

Print production also has early deadlines. That means you'll need to think ahead and submit ads earlier than you might expect.

5. Results: Comparing how quickly both ads work

Digital ad results

You can start to see traction within 30 days. But all marketing takes time — and a sustained campaign — to see actual results.

Consider our own buying-decision habits. We don't make a fast "sure, why not" decision depending on what service or product we're considering. We:

• Do some research

• Compare our options

• Dig a bit deeper

• Decide

Your goal with digital marketing is to ensure your brand is top-of-mind for your ideal customer on that journey. That means having a sustained campaign that informs and moves potential customers along.

Print ad results

Print advertising is more difficult to track. And, since it's best for branding, you may not see the same level of metrics that you would with digital ads.

Still, there are specific markers to look for that can help you see the value, including:

• When a new issue drops, are you seeing more organic traffic to your website?

• Is your audience more familiar with your brand after a year of print advertising? 

To find out the latter, have a marketing company conduct surveys before and after your ads run to see if your brand identity and esteem grow.

If it does, that's powerful proof — and helps your ultimate goal of converting customers. 

6. Ideal clients: The bottom line on who each ad is best for

Digital ad ideal client

Digital marketing has tactics and approaches that fit any business or service.

Print ad ideal client

Print marketing is best for those looking to increase their brand recognition and reputation. 

7. Consider using both digital and print marketing

When you work with a marketing agency, their job is to get to know your business/service and goals. From there, they craft a plan to help you achieve those goals.

That plan will have a variety of marketing platforms and tactics. And both digital and print may be part of that.

Again, it's all about building awareness in your most likely customer. You want to ensure you're "in the running" when they're deliberating — so they're more likely to go with you than your competitors. This often takes a multi-disciplined approach. 

Next steps for selecting digital or print ads for your company

Choosing between digital or print ads can feel like a tricky choice. Both offer benefits in marketing your business from a branding or conversion standpoint. 

In this blog, you learned how digital and print compare. We walked you through what they look like, their goals/ideal clients and costs. We also dug into the time/labor commitment and how fast each works. And finally, we explored why both could be a good move, too.

Here at Zoe Marketing & Communications, we focus on connecting clients with marketing that meets their needs. If you're ready to explore your options — for digital ads nationwide, or magazine ads in metro Detroit and Chicagoland — reach out to us.

Not ready to jump? Discover more about when print isn't the right move — and digital marketing tactics that meet customers right where they are:

• What are the problems with advertising in regional print magazines?

• What tactics should you use at each stage of the marketing funnel?

Remember, whether you choose digital ads, print ads or both, you're building that critical trust with your future clients.