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Targeted distribution is key

The key to print’s future is a more scientific and flexible approach to distribution.

By Stephanie Hyde

Targeted distribution is key

There is no denying that we live in an increasingly digital world, a fact which has become even more prominent due to the pandemic. However, it’s important to remember that print has also played a vital role throughout the Covid crisis and is valued now, more than ever.

It’s true that digital ad networks are enormous, with their scale and reach outdoing print tenfold. However, print media thrives on credibility, providing the security that digital cannot and consumers undeniably view print as one of the most trusted sources of information with an 82% trust score, according to Magnetic Media. Part of the reason being that magazines avoid some of the issues around unsafe advertising environments found in digital.

As we begin to navigate post-Covid, it is encouraging that globally, most countries have started to open up. For instance, the US has now eased lockdown dramatically, whilst the UAE has been “business as usual” pretty much throughout which has provided opportunities to expand visibility for print media outside the UK. Going forward, the key is to be more scientific and flexible with distribution, targeting print to areas where footfall is healthy and to where content can be fully absorbed, both whilst people are out and about, as well as at home.

Free regular magazines are a perfect example where, as consumer behaviour has changed, the magazines have flexed their hand out activity to target new areas of high footfall such as supermarkets and local high streets vs previously being centred around London travel points. Also, with venues being closed and events on hold, innovative ways of targeting people in their homes have worked particularly well.

E-commerce brands have also started to recognise that print can effectively drive people online and has an important part to play in their marketing strategy. Quality print is increasingly seen as the right vehicle to promote premium products, as well as to reach high-value and niche audiences. Print has an unrivalled sensory quality, whilst people also value something tangible and this winning combination makes the brand resonate for longer compared to digital interactions. Print captivates the consumer and in this multi-platform era, print really is the glue for all content.

Despite going through a tough period, print has shown its resilience and I am confident it will emerge from the pandemic stronger than ever for existing and new publishers / brands alike, even if it is in more limited volumes. Beyond quality and content, a key consideration is targeted, efficient, robust and timely distribution to ensure print media serves its valuable purpose within the media mix. Achieve that and the world really is your oyster!

Quality print is increasingly seen as the right vehicle to promote premium products, as well as to reach high-value and niche audiences.

About Global Media Hub

We are an independent company specialising in the global placement and distribution of print media to effectively increase audience engagement and drive revenue streams. We are a dynamic team with over 70 years’ experience in publishing and 40 years of expertise in this specialist sector.

Tel: 01932 450 709



Twitter: @globalmediahub1

This article is part of our ‘Print Post-Pandemic’ special feature, looking at the future of print as we emerge from lockdown. The feature includes the following articles by leading publishers and suppliers:

A major part of the mix, by Mark Allen

Rewards extended dwell time, by Sally Hampton

Shout it loud: print is safe!, by Chris Horn

Targeted distribution is key, by Stephanie Hyde

New metrics needed, by Keiron Jefferies

Sustainability: consumers demanding more, by Sarah Lesting

We need to change the way we operate, by Nicola Murphy

Reasons for (justifiable) optimism, by Tim Robinson

Luxury is physical, by Piers Russell-Cobb

Positive outlook, by Adam Sherman

Subtle changes bring cost savings, by Julian Townsend

Turning ‘expensive’ into ‘premium’, by Neil Wass

This article was first published in InPublishing magazine. If you would like to be added to the free mailing list, please register here.