Is that true though?

Not based on recent research conducted by Readex Research. In a Media Usage Studies survey of 2,095 professionals between September 2010 and May 2011, when asked which media is used regularly in their work, respondents shared that:

• 77%  regularly use of search engines,
• 74% regularly use print publications,
• 74% regularly use e-newsletters,
• 55% trade/industry publications websites.

Furthermore, the survey revealed that “Of the nine forms of media listed, 55% indicated they used five or more, and only 5% indicated they used only one.” What we learn here is that instead of one media form (digital) replacing another (print), individuals are increasing the number of media types they are using in their work.

Translation: To increase the strength of your marketing, your message needs to permeate all the media channels being used by your customers. And according to this survey, PRINT must be one of them.

That’s good news for publishers, and as you will read, marketers are using both channels, print and online, to compliment one another.

Enjoy the read and special thanks go to @KentHuffman for moderating this week for me.

Where should print advertising fit into today’s B2B marketing mix?

• @NathanRKing: Print advertising should be there along side of the digital elements – everything should work cohesively.
• @lewiswebs: Still finding some old-school thought that print is necessary in the marketing mix.
• @b2bento: Nowhere! Without exceptional creative use (like augmented reality, QR) – print advertising is dead.
• @fearlesscomp: Print should be in the mix for one simple reason. The mail box is empty today.
  • @NathanRKing I see @fearlesscomp’s point – less clutter in the mailbox = more visibility for direct mail.
• @kseniacoffman: I treat print as a way to support the pubs in our space; sad I know. Though research @chuckmartin1 shared today suggests 66% of b2b buyers rely on trade press for information – http://bit.ly/d2JKr3.
• @joezuc: Print remains important as one of several media available to marketers that can be optimized for a particular opportunity. With variable print publishing, the same level of personalization that goes in web based communications can now be in print.
• @mentormarketing: I have seen @Vocus use Print to drive Social Media to some success [from my outside perspective].
• @anetah: Understand your customers/prospects preferred marcom channels … Print may or may not be a right fit. Must know your audience.
• @MikeTek: Depends on your market. Some are best reached online. Print has its place, but its shrinking.
• @evoklarry: Print advertising is not dead. Many choose to reach industry professionals through their trade publications.
• @BrennerMichael: Print will always be part of integrated mix but influence is down for sure.
• @martinehunter: Print not dead. Trade pubs still relevant to many b2b buyers, should be in the cohesive mix.
• @ChuckMartin1 Anyone look at the thinness of the B-B pubs lately? Not sure there is a strong print fit.

How have your expectations from print advertising changed?

• @lewiswebs: Never expected much from print – such a low conversion rate – wouldn’t expect that to improve now.
• @fearlesscomp: Print should be part of the mix, but a small part. Buyer personas should drive media selection. Again, buyer personas should drive media selection. Go where buyers go.
• @joezuc: Once again, with variable print publishing, we can have higher expectations again. Anyone here get a postcard with a PURL on it?
• @anetah: Must be relevant w/ print advertising… Targeting, personalization, geo targeting…RELEVANCY is key.

Will the percentage of spending in print advertising increase or decrease in the next 12 months? Why?

• @Karimacatherine: It will decrease but I see print become more relevant because they are competing with so many other media.
• @NathanRKing: Less advertisers could mean better placement in publications for the same cost. Better visibility.
• @Renbor: Stay about the same if you consider pubs and direct mail.
• @fearlesscomp: Print is declining and will continue to decline. I recommend we develop personas and allow users to set preferences. Want print – ok. Want Twitter-OK, want email-OK
• @joezuc: I believe it will decrease, but the money that remains in print will be optimized as it is integrated with online campaigns.
• @EVOKLarry: Print medium doesn’t allow for the same level of creativity as interactive, nor immediacy of return.
  • @NathanRKing: @evoklarry but keep in mind that good print has such high visibility, thus better brand recognition.
• @BrennerMichael: Down for certain! Not dead. I still read print and I have a budget!

What is the main benefit you get today from print advertising?

• @ToniGoSaintsRou:  The value of print ads is not always in immediate sales, but more in reputation & trust building.
• @lewiswebs: Reaching that lead you haven’t reached otherwise, but that’s fading fast.
• @janetdmiller: Print helps establish brand. As a search marketer, without traditional media, it’s tough to get brand searches.
• @NathanRKing: Print is still reaching customers and allows you to target by location (local pubs) & interests (industry/trade mags). Print also allows businesses to reach consumers who aren’t that into social media. (not everyone checks facebook daily).
• @EVOKLarry: Prints biggest benefit may be the targeted approach.
• @mentormarketing: I see the benefit in the shelf life of a print piece which exceeds the tweet lifecycle just started tracking.
• @ckburgess: Longer attention span for print! Longer shelf life.
• @ cuferg: Print increases brand awareness if done well and into targeted trade pubs.
• @EeeGeee You can’t click the escape button… Print is visually friendly, but the downfall is its price efficiency.

What drives the continued decision to advertise in print? Safety? Target Audience? Results?

• @lewiswebs: Target audience should dictate using print and should drive the results you want.
• @EVOKLarry: Clients who invest in their brands, invest in print. Those who are willing to forgo long tail for short gain don’t.
• @ChuckMartin1: Well-accepted measurements (BPA audits, etc.) and habits.
• @ Karimacatherine: What drives print advertiser is known territory. they’ve been doing it for ages.
• @phylliskhare: For my clients still using print – it’s about age demographics

How do you define the success of a print campaign?

• @Renbor: Success is always defined in terms of sales and/or new customers.
• @janetdmiller: Tough to measure offline (print) to online, but I like to try to measure via offers and online signup.
• @cuferg: Most print, the results are nearly impossible to track. WOM results play into it, target audience readership most certainly.
• @lewiswebs: All roads lead to lead gen – did it bring the prospects we expected.
• @fearlesscomp: Measure results against business goals.

What ways do print and online advertising work best together?

• @lewiswebs: Integrated approach with consistent message and branding is best
• @eeegeee: As mentioned before, direction to website & also print ads can have promotions and benefits (as well as special online promos)
• @NathanRKing: Print can work brand awareness, digital can help close the sale.
• @b2bspecialist: Print & online will work well if they are integrated. Ad in print goes to ad on site/ Article in print goes to article on site
• @janetdmiller: I think print (and other traditional media) do a nice job at driving awareness and brand searches.
• @SUPPORT2point0: Q9: Print and digital like PB&J. Can’t make a quality sandwich with half.

Has the introduction the iPad had any impact of your thinking?

• @Renbor:  It will enhance print ads as more people read traditional print on iPad.
• @fredmcclimans:    Yes, the iPad has me rethinking the way that journalism is created (melding of medias). Can’t wait til the markets full of iPads, dPads (droid pads) & mPads (msft pads). New energy for publishers!
• @NathanRKing: iPad will allow for more interactive ads in digital publications.
• @jeremyvictor: It certainly has impacted my thought process relative to contributing content to publications – more interested now.

As I said, it was a lively discussion, and a lot of good thoughts were shared. Thanks to all who participated. Join us for next week’s #B2Bchat on LinkedIn, Thursday, June 10th at 8pm Eastern (5pm Pacific) by following the hashtag #B2Bchat! Follow @B2B_chat for updates.

Couple that with the growth of online advertising in the past five years and you quickly understand why trade magazines continue to see decreases in revenue, subscriptions, and the overall number of magazine titles.

So in this week’s #B2Bchat as we are almost half way through 2010, let’s tackle print advertising and where it fits into today’s marketing mix?

• Where should print advertising fit into today’s B2B marketing mix?
• How have your expectations from print advertising changed?
• Will the percentage of spending in print advertising increase or decrease in the next 12 months? Why?
• What is the main benefit you get today from print advertising?’
• What drives the continued decision to advertise in print? Safety? Target Audience? Results?
• How do you define the success of a print campaign?
• How are you measuring the ROI of your print campaigns?
• What results are Digital Editions of magazine producing for you?
• What ways do print and online advertising work best together?
• Do you use QR Codes in your ads? Why or why not?
• What suggestions do you have for print and social to work together?
• Has the introduction the iPad had any impact of your thinking?

Join us for this week’s #B2Bchat on B2B Print Advertising in 2010, Thursday, June 3rd at 8pm Eastern (5pm Pacific) by following the hashtag #B2Bchat! Follow @B2B_chat for updates.