Press Room

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

28 April 2022

DALLAS (28 April 2022) 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 the report.

“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
  • Optimising advertising revenue.
  • Measuring print ads and the effectiveness of print advertising

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. 


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 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 and other association resources.

Featuring case studies from The Times of India, Bild, The Evening Standard, Torstar, Facebook, Folha de S.Paulo, Stuff, along with insights from 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 International News Media Association (INMA)

The International News Media Association (INMA) is a global community of market-leading news media companies reinventing how they engage audiences and grow revenue. The INMA community consists of nearly 20,000 members at 900+ news media companies in 83 countries. INMA is the news media industry’s foremost ideas-sharing network with members connected via conferences, reports, Webinars, virtual meetings, an unparalleled archive of best practices, and strategic initiatives focused on digital subscriptions, smart data, product, advertising, and newsrooms. Read more here.

About the INMA Advertising Initiative

How to rejuvenate data- and research-backed media advertising sales for a resurgent post-pandemic market is the focus of INMA’s Advertising Initiative.Our aim is to provide actionable, unique insights, thought leadership, and education into future media advertising opportunities for CEOs, senior managements, and sales teams. Our 2021-2022 focus is on media-oriented ad formats, sales teams, and print. The INMA Advertising Initiative was approved by the association’s Board of Directors and implemented September 1, 2021.




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