There have been rumors circulating about the publishing industry. We’ve addressed the most alarming concern in an earlier post.

Misinformation leads to missed opportunities and a mediocre marketing strategy for your business. Learn the truth as we expose the myths of print advertising.

Myth No. 1 – Your company name needs to be prominent in the ad.

You should never put your company name at the top of your print ad – it is better to use a headline that gets the reader’s attention and is relevant to the product or service being promoted.

Exception – If you are promoting your business, and the ad’s purpose is for branding purposes, then your company name should be a prominent feature of the ad.

Myth No. 2 – Your ad must not have too much text and have lots of white space.

If your ad contains more words, there is more opportunity to “sell” the reader on the value of the product or service that you are promoting. That said, there are creative ways to convey a message, add value and context without too much text.

Myth No. 3 – Your ad should not have a direct call to action.

Print advertising, like all other mediums of marketing, should achieve goals and objectives. If your business wants to generate leads, aligning your message and asking your customers to take action will accomplish that goal.

Myth No. 4 – Print advertising is ineffective.

The most effective marketing strategy is the one that covers all your bases with both print and digital media.

According to this study, 67% of online searches are generated by offline communications — meaning that a strong print presence can actually lead to added online conversions and sales.

Myth No. 5 – Print advertising has limited options.

Marketers often make the mistake of foregoing creativity in their advertising in favor of complying with standard, traditional features. Contrary to popular belief, print does not restrict a business to a bland, printed rectangle. Be creative, and talk to the publisher about available combinations.

Strategic and integrated marketing is the most effective approach. By focusing on print and digital communications, your business, too, can achieve the maximum results. Your business cannot afford to listen to false information about the print industry — it will drive opportunities that you may have never had before.

Have you heard any other rumors about the publishing industry, or print advertising? Comment below to expose them and we will address your concerns promptly.