married, families, etc.), and he contends those sections are
doing well.
Web Can’t Be Ignored
But even the most ardent print fans admit the Web can’t be
ignored. In fact, Novus Print Media has added an online division. “We’re changing with the times,” Bosacker says. “We got
serious about online options about a year ago.”
Bosacker says reaching the 18- to 25-year-old demographic
through print is getting harder and harder. “They’re the wired
generation, and they’re getting their content via electronic
media,” he says.
And Lazkani says some publications — Child, for example
— have actually stopped print production altogether and
simply continued with an online magazine only. “While this is
certainly not an option for most, for some it does make sense
from a cost and reach perspective,” Lazkani says.
However, Lazkani adds that new media is also largely interactive and that it “begs for consumer engagement.” Also, it
often serves as a two-way communication tool.
Lazkani says there are two key ways to maximize a print
campaign with the Web:
1. Provide additional information and a way of ordering
on the Web site, which may handle the bulk of orders.
“During the past few years, we’ve seen products that have
had as much as 90 percent of order activity occur via
the Web,” Lazkani says. “To clients, this means money
in their pocket because it eliminates telemarketing costs
they otherwise would have been paying without a Web-order method.”
2. Buy packages from the publishers that include both print
and online components. “Not only are consumers consulting the Internet to research products or services, they
are also seeking out their trusted publication brand to
give them more information than what’s in their monthly or weekly read,” Lazkani says. “Good Housekeeping, for
example, has more than 12 million unique visitors per
month on its Web site. Factor this 12 million online into
the 4. 6 million reached by the printed publication, and
your overall reach skyrockets — all for a minimal, if any,
additional cost.”
Lazkani goes on to cite a Penn State University study that
measured recall of print versus online marketing and found that
participants’ recall of marketing messages and brand names
increased by 50 percent when they saw the ad in print. The
research further noted incidental memory, where an individual
doesn’t actively notice something but is later able to recall it,
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