It may be true that we have moved a lot of our life online, whether it’s how we communicate with friends, find the answer to almost all of our curiosities and even how we choose to work. It’s true that “digital PR” has been the buzzword in marketing for the past few years. Everyone is after those all-important backlinks to boost SEO and drive traffic. With such a big shift to digital, it’s easy to think that print, in all of its forms, is just a waste of time now, right? Wrong!
While the big wide web may have blown up over the past 10 (plus) years, print still has its place in the world. Of course, it’s faced its difficulties with the introduction of the smartphone transforming the landscape of how we consume news on the go, but securing coverage in those print publications can still be very, very valuable to your brand. And as a specialist home and garden PR agency, we’re going to tell you why…
Cut out the noise
While digital PR and social media can entertain and impress us with jazzy graphics, creative reels and videos, it can also be very distracting. It’s been estimated that we scroll, on average, an equivalent of 52 miles a year on different social media platforms. That’s a whole lot of content being viewed, and a whole lot of content you’re competing with!
Print is very black and white (except for the gorgeous images, of course). It cuts through the noise and gets your message across, allowing you to tell your story effectively and directly to the right audience. The digital world is still extremely valuable, there’s no denying that! But by utilising print publications, you can decide which ones are going to be the most effective for your brand by reviewing their readership demographic, helping you reach the right people in a more direct way.
Perfect on paper
The online space offers endless opportunity for creativity, but print can make an impact too. Picking up a well-established magazine with thick glossy pages can often transfer meaning, helping to determine your products as the same value in a consumer’s mind. Plus, there’s nothing quite like flicking through a magazine and swooning over all of the inspirational images with that lovely luxurious shine to them. It helps to make the colours in the image pop and also brings the products to life in a way that the digital space can’t. That makes print perfect for any home and garden brands with aspirational imagery they want to share – whether it’s a gorgeous garden packed full of David Austin Roses or a luxury outdoor furniture brand like Oxenwood showcasing their customer’s set up.
Digital detox
It’s also a way for people to detox from the digital world, too. Many people are suffering from severe burnout as a result of always being connected, and are increasingly seeking ways to cut down on their screen time, placing more value on time spent away from their phones. In fact, this digital fatigue is responsible for a resurgence in the popularity of print. Roughly 46% of Gen Z are taking steps to limit their screen time in a bit to protect their mental health, with millennials following closely at 41.%. This means many are turning to print magazines not just to find expert advice and product reviews, but also as an act of self-care and relaxation. Plus having something they can physically hold and show off on their coffee table has great value!
A trustworthy source
Although there are many legitimate places to find what you’re looking for online, most people find comfort in picking up a physical newspaper or magazine, because they know they’re reading the real thing. The digital world is becoming increasingly untrustworthy, with AI and fake news making many users question what is real. The world of influencer marketing can also be a foggy place for some who find it hard to differentiate between those content creators genuinely endorsing a product. Traditional PR in print allows you to associate a brand with what’s seen to be by some as a more trustworthy mode of communication.
It’s also preferred among many, with online articles often full of pop-up adverts and questionnaires. Print allows readers to read what they want, when they want, without distraction, letting them absorb the information they’re reading!
Getting your brand seen in print
Whether your dream piece of print coverage is a product featured in Garden Illustrated’s shopping pages, an interview in The Sunday Times, a piece of expert advice in The English Garden, a product review in BBC Gardeners’ World, or a case study in Homes & Gardens, we can help! If you’d like to secure some print coverage for your brand get in touch with us or send an email via hello@honestcommunications.co.uk
