Print advertising remains central to the advertising mix, INMA report shows

By Dawn McMullan


Dallas, Texas, USA


Research backs up what revenues show: Despite misperception of print advertising’s effectiveness, the ROI on print advertising works for advertisers, media companies, and audiences, according to a new report released today by the International News Media Association (INMA).

“The Power and Promise of Print Advertising” rejects the idea of print as an afterthought, urging news media companies to better educate agencies and media buyers. The report looks at:

  • What the research tells us.
  • Whether print is still attractive to advertisers
  • Rethinking how we think about print.
  • Getting print on the radar of media buyers.
  • Measuring print ads and the effectiveness of print advertising. 
There is plenty of research about the effectiveness of print advertising to share with agencies and media buyers, INMA's latest report shows.
There is plenty of research about the effectiveness of print advertising to share with agencies and media buyers, INMA's latest report shows.

While digital has captured the bulk of the buzz in the news media world, print is far from dead. According to the report, it’s important to remember that print continues to offer attractive advertising solutions that can’t be accomplished in the digital space. 

Download the report here 

A 2021 study by Australia’s ThinkNewsBrands found print ads make more of a lasting impact on readers than digital ones, and newspaper ads — both in print and digital — outperformed those on social media by as much as four times — and were twice as effective. Similar research is found in other countries as well: 

  • Global advertising spend in print newspapers increased rose by 4.8% last year.
  • Print revenue has grown 13% in India.
  • Print comprises 89% of newspaper revenue in Germany.
  • Print pulls in 64% of Folha de S.Paulo’s advertising revenue in Brazil.

Written by INMA Advertising Initiative Lead Mark Challinor and Paula felps, INMA’s Ideas Blog editor, “The Power and Promise of Print Advertising” distills lessons learned during INMA’s Print Advertising Innovation Master Class in February.

Featuring case studies from The Times of India, Bild, The Evening Standard, Torstar, Facebook, Folha de S.Paulo, Stuff, and legendary advertising executive Sir John Hegarty, the report digs into successful print advertising strategies from around the world.

The report also highlights the pitfalls of print and explores how publishers can change their mindset to adopt new strategies, emphasising the need to provide fun, excitement, value, and thought-provoking content.

“The Power and Promise of Print Advertising” is available for free to INMA members and registered users at All others may register and download here.

About Dawn McMullan

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