New Media Buyers; Alternative Communication Methods
A New PRIMIR Study Focuses On Print As One Choice Among Others In A Growing Media Pie
For decades, print has been the media of choice by media buyers…in fact, they are often called “print buyers” because of the volume of print orders they make. It’s not to say that print is in disfavor today, but there are far more options available to the media buyer coupled with the fact that many are younger and have grown up with computers and electronic alternatives to print.
The concern becomes that these younger buyers have a bias to the electronic alternatives, but why? The primary reason is the rise of the Internet as the method of choice to research almost anything a person or business is trying to purchase or find information about. Other reasons tend to deal with the non-flexibility of print. Once something is printed you can’t revise it without reprinting it resulting in the waste of your inventory. Unlike the Internet, print is difficult for just-in-time worldwide adoption. You have to ship or mail the printed pieces all over the world (push model) whereas with the Internet, people anywhere in the world can instantaneously access your web site (pull model) at their leisure 24/7 and get the information they desire. Still other reasons deal with the cost of printing, especially in cases when the printed matter becomes dated and must be thrown away. So in relation to the flexibility and interactivity of electronic-based communications, print is at some disadvantage.
Obviously, print still has many advantages over electronic communications methods, which is why we are still a massive $165 billion domestic industry today. Most notably, direct mail is the only method to reach every single address in the USA.
When we look at the media pie of today, there are far more options available than there were just 10 years ago. For most of the 20th century, you could choose from Radio, TV or Print and that was pretty much it! Today the media buyer can choose from: