The Sleeper's Blog

07.05.19

Empower your reader, choose print

We are on a digital rollercoaster, swirling and twirling through a variety of different online advertising platforms- have we forgotten about traditional marketing platforms such as print?

The UK is currently the global leader in advertising, generating £6 for every £1 spent on advertising to the economy. This year UK ad spend is expected to increase to £20.8bn.

Helen Katz, Vice President and Director of Research for Starcom Mediavest Group, stated in ‘The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying’ that traditional marketing techniques such as print has a more appealing element.  In fact, print ads are still seen as a safer and more credible way of advertising.  

One advantage of print advertising is longevity. A post on social media can be seen for only 3 seconds. Whereas with a print ad you are placing your products and services directly in the hands of your target customer, allowing them to digest your message at any given time for long as they want! Giving back this control will go on to empower your target customer to invest in your brand. Another reason why print is still seen as one of the more ‘credible’ ways of advertising: print offers a unique engagement with your target customer, at the right time, without any distractions from the digital world.

This is not a print vs digital case. Digital advertising accounts for around 60% of all advertising UK investment, however let’s face it not everyone is connected all of the time- we need to consider how print and digital can actually work together.

In the Journal of Advertising Research ‘The Effectiveness of Combining Online and Print Advertisements: Is the Whole Better than the Individual Parts? ‘ Wakolbinger, Lea M., Michaela Denk, Klaus Oberecker (2009) stated that having a multi-channel marketing approach is much more effective than using just one channel. The Institute of Practitioners in Advertising also found that using both print and digital news brands in your campaign can deliver a 3.5 times higher ROI.

Rail Technology Magazine connects buyers with suppliers across multiple channels placing its clients at the centre of the most current discussions. Enabling them to engage directly with its audience of c.290,000 rail industry decision-makers spending in excess of £20bn per annum. 

Why Rail Technology Magazine?

  • We help organisations like yours to increase market share, generate new business and position yourselves as a key supplier to the rail industry
  • RTM is the only magazine to have the full attention of the leaders, decision-makers and professionals across this important sector
  • We’ve been connecting buyers with suppliers since the year 2000

Click here to get in touch with a member of the team

Comments

There are no comments. Why not be the first?

Add your comment

 

rail technology magazine tv

more videos >

latest rail news

Network Rail promises direct action following Stonehaven derailment

13/08/2020Network Rail promises direct action following Stonehaven derailment

Chief Executive of Network Rail, Andrew Haines, has pledged to get to the bottom of the cause and put immediate additional safety measures in pla... more >
Coulsdon South station made more accessible for passengers

13/08/2020Coulsdon South station made more accessible for passengers

Construction of a new footbridge and lifts at Coulsdon South station has been completed by Network Rail, alongside the installation of platform e... more >
Rail companies call for polluters to pay their fair share

12/08/2020Rail companies call for polluters to pay their fair share

Rail Delivery Group have submitted proposals to influence the government’s Transport Decarbonisation Plan in hope of encouraging passengers... more >

editor's comment

23/01/2018Out with the old...

Despite a few disappointing policy announcements, especially for the electrification aficionados amongst us, 2017 was, like Darren Caplan writes on page 20, a year generally marked by positive news for the rail industry. We polished off the iconic Ordsall Chord (p32), hit some solid milestones on Thameslink (p40), progressed on ambitious rolling stock orders (p16), and finally started moving forward on HS2 (p14) ‒ paving the way for a New Ye... read more >

last word

Encouraging youngsters to be safe on the railway

Encouraging youngsters to be safe on the railway

This summer, Arriva Group's CrossCountry and the Scout Association joined to launch a new partnership to promote rail safety among young people. Chris Leech MBE, business community manager at the TOC, gives RTM an update on the innovative scheme. Recognising that young people are more likely to take a risk trespassing on railway tracks, CrossCountry and the Scouts have come together to encourage Britain’s younger generations to be... more > more last word articles >
board2

'the sleepers' daily blog

On the right track, Sulzer is awarded RISAS accreditation for Nottingham Service Centre

29/06/2020On the right track, Sulzer is awarded RISAS accreditation for Nottingham Service Centre

Following an independent audit, Sulzer’s Nottingham Service Centre has been accepted as part of the rail industry supplier approval scheme (RISAS). The accreditation reinforces the high-quality standards that are maintained by Sulzer’s network of independent repair facilities across the UK and further afield in its global network. ... more >
read more blog posts from 'the sleeper' >

comment

The challenge of completing Crossrail

05/07/2019The challenge of completing Crossrail

With a new plan now in place to deliver Crossrail, Hedley Ayres, National Audit Office manager, major projects and programmes, takes a look at ho... more >
Preparing the industry to deliver trains for the future

04/07/2019Preparing the industry to deliver trains for the future

The move to decarbonise the rail network involves shifting to cleaner modes of traction by 2050. David Clarke, technical director at the Railway ... more >
Sunshine future beckons for South Wales Railways, says 10:10 Climate Action’s Leo Murray

02/07/2019Sunshine future beckons for South Wales Railways, says 10:10 Climate Action’s Leo Murray

Smart electrification is the way to boost clean energy resources, argues Leo Murray, director at 10:10 Climate Action. Contractors are clear... more >
Ambition doesn’t have to be expensive, says Midland Connect's Maria Machancoses

02/07/2019Ambition doesn’t have to be expensive, says Midland Connect's Maria Machancoses

The TCR Midlands conference is only days away and tickets are going fast for the sector event of the year at the Vox Conference Centre in Birming... more >

rail industry focus

View all News

interviews

Andrew Haines, CE of Network Rail, tells BBC News his organisation could issue future rail franchises

24/06/2019Andrew Haines, CE of Network Rail, tells BBC News his organisation could issue future rail franchises

Andrew Haines, the Chief Executive of Network Rail, has told the Today programme on Radio 4's BBC’s flagship news programme that he wo... more >
Advancing the rail industry with management degree apprenticeships

08/05/2019Advancing the rail industry with management degree apprenticeships

In answering the pressing questions of how current and future generations of managers can provide solutions to high-profile infrastructure projec... more >
Women in rail - is the industry on the right track?

12/03/2019Women in rail - is the industry on the right track?

RTM sits down with Samantha Smith, sole female member of the TransPennine Route Upgrade Alliance Leadership Team, to find out more about encourag... more >