Ads people hold and trust

On the page people read a lasting, trusted presence

Newspapers and magazines are media that readers take time to go through. The right publication, the right format and an ad delivered on time show your brand in a trusted context.

Advertising in print

Print media covers national and local newspapers, general and special-interest magazines, trade publications and newsletter-style distributions. Ad formats include full-page, half-page and smaller ads, inserts placed inside the publication, and advertorials: promotional pieces written in an editorial style.

Print readers usually give the page their time. Magazines can stay around for a long while, and trade publications may be read by several people in an office. This makes print a good fit for messages that need detail and for prestige-focused brand communication.

Readers must be told clearly that an advertorial is an ad; presenting it in a way that blends into editorial content carries risk under commercial advertising regulations.

What it delivers

• Focused reading and trust

  Readers go through a newspaper or magazine page by page rather than scrolling. An ad in a well-known publication draws on its reputation and can create a positive impression of the brand’s credibility.

• Room for detail

  A full-page ad or an advertorial lets you explain product features, the scope of a service or a corporate story in a level of detail that a digital banner cannot carry.

• Industry targeting

  Professional magazines and trade publications reach decision-makers in a specific industry directly. Being visible when the industry is busy, such as during trade fair season, makes it easier to build relationships.

• Local recognition

  Local newspapers support recognition among the city’s businesses, institutions and readers. They can play a complementary role in getting local campaigns and announcements to people in the region.

Which businesses it suits

Print media makes sense for brands whose audience regularly reads specific publications and for businesses that need a detailed or prestigious presentation.

• B2B and industry brands

  In fields such as machinery, construction, agriculture or healthcare, professional publications are one way to reach the target industry in a trusted context.

• Luxury and lifestyle

  Fashion, design, travel and real estate brands can use pages in high-quality print magazines that support their brand image.

• Local businesses and institutions

  Regional newspapers can be a complementary channel for getting openings, promotions and announcements to local readers.

• Corporate communication

  Corporate messages such as anniversaries, investments or social responsibility announcements gain the character of a lasting record in newspapers and magazines.

How it’s planned

• Publication and format selection

  The publications your target audience reads are reviewed along with circulation, distribution area and editorial calendar. A suitable format is chosen to fit the message: full page, half page, insert or advertorial.

• Booking and schedule

  Space and date are booked with the publication. Because magazine print schedules close early, the booking and the material deadline need to be confirmed early to fit the campaign plan.

• Ad preparation and delivery

  The ad is prepared to the publication’s technical specifications for size, bleed, resolution and color profile. Advertorial copy is marked with a label stating that it is an ad and submitted for the publication’s approval.

• Publication check

  When the issue comes out, the ad is checked to make sure it appears on the right page with the expected print quality. Data from the code, QR or dedicated page used for measurement is tracked throughout the campaign.

How it’s measured

There are no clicks in print, and whether an individual reader saw the ad cannot be known. Circulation and distribution data show potential reach, but how many people read each copy is an estimate and calls for qualitative assessment.

To track the effect, a QR code, campaign code, short web address or separate phone number can be added to the ad. In the days after publication, branded search, site visits and demand in the publication’s distribution area are compared with the previous period.

Metrics we track: Circulation · Distribution area · QR scans · Code redemptions · Dedicated page visits · Branded search

Status on AdSport

Print media is one of the channels AdSport aims to include in its media plans. Booking and inventory will open with media partners; they are not on the platform today.

Let’s add print to your plan

Share your target audience and message, and we will discuss the right type of publication, format and measurement method together.