Unlocking the Power of Print in Today's Digital World

In today's fast-paced digital landscape, it's easy to focus all your marketing efforts on Millennials, but dismissing Baby Boomers as significant consumers would be a costly mistake. This generation commands a staggering 54% share of American household wealth, with an annual spending power exceeding $548 billion, surpassing Generation X by a remarkable $200 billion.

What's truly intriguing is that Boomers are actively preserving the vitality of print media, making it their preferred medium for consuming content, even while embracing technology.

According to the Pew Research Center, print newspapers still hold the second position as the most popular news source among adults aged 65 and above. Additionally, research conducted by Kantar reveals that skeptical adults tend to place more trust in print media compared to other sources. Marketers seeking to capture the attention of the lucrative Boomer demographic, which values trustworthy news and information, should take heed. Neglecting to include print advertising in your marketing strategy alongside digital campaigns could mean missing out on a valuable audience.

Maximizing the Power of Print

It's true that print media has experienced a decline in recent years, but as recently as 2017, the Association of Magazine Media reported the launch of no less than 134 new print publications. Despite these fluctuations, the enduring appeal of print remains strong among Boomers and the publishing industry as a whole. Just take a look inside any doctor's waiting room, and you'll find stacks of well-worn magazines. In hotels, information-hungry guests can be seen perusing complimentary major city newspapers. These signs indicate that print media is far from obsolescence.

Certainly, tracking the effectiveness of print ads and materials can be more challenging compared to digital campaigns. However, it's not an insurmountable obstacle. Vanity URLs, dedicated phone numbers, and unique discount codes can help gauge the impact of print advertisements. These tools enable marketing teams to precisely measure the performance of print campaigns among Boomers and other target demographics.

Of course, successful print advertising demands an understanding of its unique nuances, requiring marketers to follow a few key principles when targeting Boomers:

1. Speak Their Language: Crafting a successful print ad for Boomers involves adopting a communication style that resonates with this demographic. Unlike Millennials, Boomers do not respond well to hashtags or colloquialisms, so it's best to use plain language. Employ slang cautiously, as it can make an ad appear out of touch or inappropriate.
2. Go Big: Boomers often experience changes in eyesight as they age. To cater to their needs, ensure that your print ads feature larger logos and text compared to web-based typography. Even the choice of images should be evaluated for optimal visibility.
3. Collaborate with a Print-Savvy Agency: If your company wants to excel in print advertising targeting Boomers, partnering with an agency experienced in this area is crucial. Seek out agencies with a track record of understanding this demographic and the nuances of print media placement. Ask for specific examples and request data to support return on investment. Ideally, the agency should provide contemporary case studies from recent years, not ones from a decade ago.
4. Different Response, Different Strategy: Recognize that print is not a frequency-based medium like digital. Consequently, understanding how and when you'll see results is critical for assessing campaign performance. An ad may run on a Tuesday, but responses may continue to accumulate over the weekend. Have a plan in place for tracking these delayed responses, and seek an agency that can guide you on interpreting data specifically for Boomer-targeted campaigns.

While print may not be the trendiest choice, its influence within the Boomer market cannot be underestimated. If you're eager to capture the attention of Boomers and tap into their significant purchasing power, embracing print media is a strategic move. Your older customers will appreciate the effort, and your bottom line will benefit as well.