by Jaimie Siegle | Advertising Systems Inc.
Research shows that many consumers of all ages—including those of Gen Z/Gen Alpha—are now experiencing “digital fatigue”—a state of overwhelm from the inescapable barrage of content from their smartphones.
Younger generations are battling this fatigue with antidotes like the TikTok trend of “analog bags,” which is basically a tote filled with pretty much anything except a tablet or cell phone. (Yes, this is a real thing.)
Trading out their iPads for physical magazines, sudoku puzzles, journals and even Walkman cassette players, this “analog” trend reflects a change in the collective mindset, and thus an opportunity for marketers to capture audiences through analog marketing strategies.
Print vs. Digital: What Sets Physical Media Apart
Users sift through hundreds of emails, influencer TikToks, AI brainrot videos, social network DMs, push notifications and text messages per day. So while digital ads might generate more impressions than traditional print media, they’re not necessarily generating conversions.
Think of it like fishing in a small pond, vs. fishing in the ocean.
With forms of print media like magazines, newspapers and direct mail, you’re probably advertising to an audience that is 1) already interested in your niche or 2) located in your area. And if they already trust the publication (whether it’s Vogue, Consumer Reports or the Houston Chronicle), chances are they’ll trust that the advertisements within are, at the very least, legitimate.
Even without applying the logic, there’s data to back up the argument for a print strategy: consumers are 82 percent more likely to trust a brand advertised in a print publication, and they’re 78 percent more likely to recall the ad in print vs. online.
(In my own experience, I have found the latter statistic to be true, especially in the case of highway billboards. Can anyone else relate?)
Why You Need Print Media in Your Marketing Strategy
We’ve been helping our clients with direct mail advertising since the late ‘90s, and that’s because it works: it’s personal, it’s localized, and it’s much more likely to be read by your audience.
Current research does suggest that print marketing works best when combined with other campaigns, including SEO/GEO and email and social marketing; however, creating the ideal strategy really all depends on your unique marketing objectives.
If you’re looking to update your marketing strategy for 2026, let’s talk! Together, we’ll find the right recipe for success.
