Do print ads wear out?

Andrew Green
Zenith Optimedia

Thousands of brands, new and old, compete daily for the attention of consumers, through all forms of media. Newspapers and magazines, in their quest to build and entrench their brands, have been getting thicker and heavier over recent years, offering extra pages, sections, supplements and even DVDs to attract readers. More to read – but also more to skim over and forget.

Because print media are actively and selectively consumed to a greater extent than audio-visual media, print ads have to earn readers' time and attention – turning the page is as easy as ever.

It is a form of control over content that is just beginning to upset traditional business models in TV and radio; print has always had to face it.

The power of an advertisement to resonate with consumers depends on three factors: