Is Print Advertising Dead? Not If You’re Doing B2B Right

The Rise of Digital—and the Fall of Print?

Digital media has grown significantly — with a 13.8% year-on-year rise (¹).

Online news, e-magazines, e-catalogues, webinars, videos, apps, and social media have created a wealth of new touchpoints, and naturally, digital marketing activity is on the rise.

As a result, comparative print activity has fallen. But does that mean print is dead?

Why B2B Customers Still Value Print

It’s a digital world, yes — but your customers live in a multi-media universe.

Some prefer to flick through a magazine with the occasional online glance. Others operate primarily from their tablet or smartphone. These differences in media consumption mean that a one-channel strategy won’t cut it.

A smart B2B marketing approach needs to be multi-channel, increasing the frequency and reach of your message. Done well, it can shrink your sales cycle from weeks to days—or even hours.

The Benefits of Print Advertising Today

Despite the decline in overall usage, print has specific, strategic advantages:

1. Credibility
   
   Appearing in a respected printed publication still brings perceived legitimacy, especially in B2B and trade media.

2. Highly Engaged Audience
   
   Lower circulation doesn’t mean lower value—readers are often more focused, more committed, and more likely to share content.

3. Better Visibility
   
   With fewer competing ads, your brand has a better chance to stand out and leave a lasting impression.

4. Distraction-Free
   
   Unlike digital, where ads are reactive and fast-changing, print gives you the reader’s full attention for moments that matter.

Print’s Role in a Multi-Channel Strategy

Print is a slow-burn, high-value tool. It may not always lead directly to a purchase, but it strengthens:

• Brand awareness

• Perception of expertise

• Trust among key decision-makers

Used alongside digital tools, it creates consistency and reinforcement, increasing the chances your message is remembered and acted on.

How to Track Print Ad Performance

The old argument against print—“you can’t measure it”—is no longer true.

• Use unique URLs, QR codes, or trackable phone numbers

• Assign specific calls-to-action to each print placement

• Compare response data with campaign timing and ad runs

This not only makes print measurable but helps you plan smarter spend and future optimizations.

The Smart Play: Integrating Print and Digital

Striking the right balance between print and digital is the key to a successful B2B marketing strategy. Combining them allows you to:

• Reach your audience in multiple environments

• Engage at multiple times

• Reinforce your message through multiple touchpoints

And that’s how you stay top-of-mind

1. IABUK – H1 2017 Digital ad spend