In today’s world, it can be difficult to know where marketing dollars are best spent. How much budget should go to digital ads? How much budget should go to Facebook? How much budget should go to radio? At the end of the day, one of the most tried and true advertising channels may be your best bet: print.
In early 2017, Lawrence Fisher, president of Home System Solutions decided it was time to advertise in Cascade Living a magazine published by Oregon Media for Cascade Sotheby’s International Realty focused on real estate, design and lifestyle in Central Oregon, Portland, SW Washington and the Oregon Coast. The publication reaches an affluent and engaged audience of real estate and home services buyers with a quarterly circulation of 35,000 issues. For Home System Solutions, a provider of digital integration in homes, Cascade Living proved to be the perfect advertising opportunity.
There’s no doubt, a wide array of advertising metrics are easier to come by in digital platforms; it was one of Fisher’s main concerns before advertising in the magazine. The return on advertising, however, showed itself for Fisher as the magazine circulated.
“I was nervous about print marketing because I thought it would cost me more and be harder to track,” said Fisher. “Within the first three months of working with Oregon Media I have already gotten two quality referrals.”
Fisher said that those two quality referrals have already paid for the ad in the magazine.
The financial return on advertising wasn’t the only benefit of the print advertisement.
“I have heard from current clients and friends that they have seen my print ads and love them,” said Fisher. “This is great for brand recognition.”
Research by Marketing Sherpa found print to be the most trustworthy advertising platform, at 82 percent of the audience trusting its source. Trust drops significantly to 61 percent with search engine ads and follows the list of advertising options down to 25 percent with digital pop-ups. Print advertising stands tried and true for consumers as a resource to rely on.
Oregon Media is an expert at putting advertisers in front of the right audience. Readers can rely on the printed magazines as a resource, and advertisers know that their ads are not being overlooked. Building trust with the audience and advertisers is the foundation of long-term relationships that benefit businesses and the community and creates long-term success for advertisers.
“I will be continuing to work with Oregon Media for my future print marketing needs,” said Fisher. “They have been a pleasure to work with at every step, from brainstorming to design and then the final product.”