While the world scrolls through screens and skips past pop-ups, there’s one marketing channel that still makes people stop, look and maybe even keep your message in their hands: print advertising. From eye-catching flyers to glossy brochures, print ads still hold serious value for businesses of all sizes.
In this guide, we’ll define print advertising, walk through some standout print marketing examples and break down the types of print materials and print advertising media you can use to get your message out there. Whether you’re new to the world of ink and paper or looking to sharpen your current strategy, we’ve got everything you need to know to make print work for your business.
- Print advertising is a traditional yet effective method of promoting products, services and brand messages through physical media.
- The benefits of print advertising include increased engagement, targeted reach and the ability to create a lasting, tangible impression.
- The most common types of print advertising include newspaper ads, brochures, flyers, posters and direct mail.
- Print advertising remains most effective when combined with digital marketing strategies to reach broader and more engaged audiences.
What is print advertising?
Print advertising is any promotional material printed on physical material—images and text that promote products and services, share your business’s messages or reinforce brand identity. To put it simply, the print advertising definition covers a broad range of print marketing materials designed to engage customers in the real world. There are many types of print advertising, from newspapers to direct mail to vehicle stickers.
Print advertising vs. digital advertising
You might think that digital advertising is the best choice for your business. Global print ad revenue is declining year on year while digital continues to grow, and it’s easier to measure the impact of digital advertising, with its viewing and clickthrough rates, than a city center billboard.
Yet, despite the digital screens everywhere, print has proven to be a more trusted form of advertising. According to the 2024 Small Business Marketing Report by VistaPrint in partnership with Wix, 26% of consumers discovered small businesses through print advertisements. Other print marketing materials small businesses have used to boost local discovery included posters and banners (23%), flyers (34%) and direct mail (29%).
In fact, print advertising remains a top-five method for discovering local businesses for consumers aged 55-64, and even more significant, it’s a top-two method for consumers over the age of 65.
Find more report findings and actionable tips regarding how to use those insights in our small business marketing guide.
Additionally, survey after survey has found that readers understand more when they read print. Print cuts through the clutter of our digital lives, offering something people can hold in their hands or see in the world around them—a poster on a metro platform, a leaflet your sales rep hands to local people with a smile or a newspaper supplement with gift ideas circled in pen.
Screens are everywhere, but print can cut through the digital noise.
Source: via Depositphotos
The benefits of print advertising
Besides genuine engagement, print advertising has many advantages:
- Choose your potential customers by targeting different readerships and locations. For example, pick a billboard in a specific part of town or mail it to a particular neighbor.
- Ensure your message lingers. Vinyl vehicle stickers or monthly magazine ads last far longer than a blink-and-you’ll-miss-it digital ad.
- Place your advertisement so that it owns a physical space. A poster or a printed package sits in the real world, where it does not have to compete with other pop-up ads or notifications.
- Relish the real. Print offers tangible, physical reminders of your brand and services. That battered loyalty card, pulling customers in for one more purchase? That direct mail envelope, that lands with a bounce on your mat? They mean more than an email or an e-voucher, and your business will feel the benefit.
- Select the approach that suits your business. Print media’s many different forms offer creative flexibility, from newspaper advertisements that use blank space or vibrant color to catch the eye to chunky brochures that cover your entire product line in detail.
- Give your audience space to focus. Print advertising is less distracting than digital, letting readers engage with your message without the interruptions of flashing banners or auto-play videos.
- Build credibility. Many people trust print more than digital, especially when the ad appears in a reputable, trusted source like a local community newspaper or well-known magazine. This sense of credibility can elevate your brand’s reputation and trustworthiness.
There are a host of reasons why you might invest in print advertising, but the first step is to consider the approach that’s right for your small business.
Types of print advertising
There is a wide variety of print advertising, ranging from posters to tradeshow booths to car decals and more. Let’s explore the main options for print advertising.
Newspaper and magazine ads
Advertisements are a crucial part of newspapers’ and magazines’ revenue. While the rise of digital ads has hit many publications, physical circulation remains impressive around the world. For example, in the U.S., the 25 largest audited newspapers combined have a total circulation of over 1.97 million copies, according to PressGazette. Globally, countries like India and China each sell over 100 million newspapers daily, and Japan’s Yomiuri Shimbun has a circulation of over seven million. Newspapers and magazines can be a cost-effective way to reach large numbers of readers, especially when you factor in the high levels of trust print advertisements inspire.
Thanks to this, newspaper advertising remains the largest market within the print advertising sector. In 2025, it’s expected to have a market volume of $22.66 billion, per Statista.
Advertisements in newspapers are highly trusted.
Source: Harles via 99designs by Vista
All newspapers and magazines come with a geographical focus. That might be a local town or village, a region or a country, and even global publications tend to have a readership based in certain locations. But that’s not the only audience segmentation on offer. Different publications and different sections within newspapers or magazines allow advertisers to target news junkies, sports fans, people of different socio-economic backgrounds and political persuasions, and people with different interests, from South African fashion lovers to British model railway fanatics.
Newspaper and magazine advertisements offer real creative opportunities, and advertisers can exploit layouts to produce memorable copy. The cost of advertisements will vary based on the circulation of the publication and the size and placement of the feature, from small and usually low-cost classified ads through quarter- or half-page features to inside covers, inserts and promotional supplements.
Brochures, leaflets and flyers
These printed materials may be distributed by hand or mailed out. While in a newspaper or magazine, your advertisement will sit alongside other content, here, your promotional copy takes up the whole of the publication.
Key types include:
- A flyer, a card or a piece of paper with information on one or both sides—the simplest and least expensive form.
- A leaflet, a paper or card folded in a range of styles, including half-fold (in half), tri-fold (into three equal panels) or gatefold (two panels that open to reveal a third, larger panel).
- A brochure, multiple pages arranged like a short magazine.
Leaflets can present detailed information, contact details and QR codes.
Source: MarCreative™ via 99designs by Vista
This range of forms gives brochures, leaflets and flyers more freedom than most types of digital marketing, which often comes with character-limit restrictions. Layouts can be made visually pleasing with images highlighted in fold-out leaflets, while brochures can be dense with facts and pictures.
Brochures, leaflets and flyers can target neighborhoods, particularly when they are posted through doors. Passing out printed materials on high-footfall streets or shopping centers will help you promote your business locally and can provide a useful starting point for conversations about your services.
The biggest drawback of these printed materials is that they are often viewed as throwaway items, and some people may barely look at them before disposing of them. Choosing the right message, design and materials can increase your chances of success—and encourage readers to take them home to refer to in future.
Direct mail
In direct mail, targeted advertising materials such as postcards, letters or catalogs are sent directly to potential customers’ mailboxes to promote products, services or special offers. As with hand-distributed leaflets and brochures, these printed materials can be formatted to suit the message you wish to convey.
Direct marketing is more personal and has a higher open rate than email. It suits businesses that do not have a strong online presence or whose customers prefer “real-world” interactions. Yet, while some consumers will welcome a letter from a trusted brand, direct mail faces some of the same challenges as email marketing and can sometimes be perceived as spam. Refining your mailing list and your message is essential.
Some of the most successful direct mail campaigns have been imaginative, such as a Nestlé campaign that mimicked the UK post office’s missed delivery package to say that their latest chocolate bar, the KitKat Chunky, was too “chunky” for the recipient’s mailbox, instead offering a coupon for a free bar at a participating shop. According to Marketreach, an amazing 87% of recipients went on to claim the free confectionary, proving that direct mail can hit huge conversion rates.
Billboards and posters
Billboards and posters aim to grab people’s attention in public spaces. Billboards are typically around 4 meters tall and 15 meters wide and are often placed next to highways or rail lines, while smaller posters or banners are more common within urban centers or public spaces.
Billboards and posters are great for targeting specific locations, although geographical constraints can also be a drawback. They require maintenance if they are long-standing, and unlike digital billboards, cannot be updated easily or in real-time.
Because they need to be eye-catching, posters and billboards usually keep their messaging simple, with a single compelling image and a small amount of text. However, posters can handle a little more detail because the viewer is usually closer.
Posters and billboards are a great way to target specific, high-footfall places and offer a blank canvas for marketers to exploit with memorable images or slogans. In Canada, McDonald’s ran a series of billboards that featured fragments of its Golden Arches and directions to nearby restaurants, playing on the chain’s ubiquity and iconic branding.
Product packaging
Custom packaging is a great marketing material. Boxes, labels and wrappers can feature branding, product information and promotional messages. Some, like Chanel perfume bottles, are treasured objects in their own right, while others, like Apple’s iPhone packaging or Coke’s can and bottles, make opening the product a core part of the brand journey.
Branding starts with packaging—here the great outdoors suggests the epic flavors of this IPA. Source: Active Theory✦ via 99designs by Vista
Packaging can help you distinguish your product from its rivals, but it also allows you to put an advertisement in the hands of someone who already loves your product enough to buy it.
But packaging has its limits. The packaging material must be rugged enough to contain and protect your products. Space is limited, and you may need to share it with essential information such as ingredient lists or barcodes. Packaging is great on its own, like so many forms of print advertising, but it works best as part of a multi-pronged marketing strategy that factors in marketing trends.
Vehicle wraps and stickers
If your business uses delivery, sales or service vehicles, vehicle wraps and window decals are an easy promotional tool. They display your logo, color scheme, slogan, website or social media handles. Vinyl wraps are cost-effective and can be replaced as often as you choose without the ongoing cost associated with billboards. Car signage doesn’t clamor for attention—it communicates your brand messages to the neighborhoods your vehicles pass through. It’s an organic, cost-effective way to say, “We work here.”
Similar items may be worth considering if your business doesn’t have its own vehicles or if you want to extend your promotion beyond your delivery routes. Door hanger advertisements can be hung on door handles, while stickers can be handed out or given away with products. If customers like your brand enough, they’ll put up your advertising themselves!
Trade show displays
Printed banners, backdrops and signage are crucial if your business plans to make its mark at trade shows, conferences and exhibitions. These tools are the backdrop and props with which your representatives and salespeople perform:
- introducing products
- starting conversations
- generating leads
- expanding your network
- leaving potential customers with a positive impression
Less expensive pop-up exhibits, more costly panel displays or flexible modular displays are all options. Banners and signage can set the scene and carry key brand messages, while leaflets, brochures and samples give attendees something to take home. The cons of trade show displays is that your competitors may be there too, and if the event isn’t right for your business, your gains will be marginal at best. Researching the event carefully and preparing your display to play to your strengths can help you get the most out of them.
Coupons and loyalty cards
Customers love a good deal, and coupons and loyalty cards offer just that. Give away coupons in magazines or via direct mail. They drive trade, attracting new customers to your business or encouraging old ones to return with discounts or free products. But they can also target specific offerings, whether you use them to introduce profitable new product lines or offer up old stock.
Like much print advertising, loyalty cards can have a pleasingly old-school tactile appeal. They can be a great way to encourage loyalty to small businesses. But, like coupons, they must be used carefully. You must offer something that won’t hit your bottom line and design the card well enough that readers want to keep it, collecting stamps that mark their journey with your products.
Bright colors and bar codes: the best coupons are appealing and functional.
Source: via Depositphotos
The differences between print advertising and digital advertising for your business
Instead of questioning whether to use print or digital advertising, you should use both. There are many types of print advertising and many kinds of digital advertising, all with pros and cons. Print stays in readers’ minds far longer than the digital adverts we skip and scroll past every day, which makes it a powerful weapon to use alongside digital.
For most businesses, a mixed strategy that bridges the gap between print and digital is the best way to help you show customers how remarkable your business is. Multi-channel approaches can target different demographics, drive traffic between different media and see your brand flourish in different environments. Flexible, trustworthy and tactile, print advertising can be a vital part of your marketing mix.
Print advertising FAQs
What is print advertising?
Print advertising refers to any promotional material created and distributed in physical form. It involves using printed images and text to promote products, services or brand messages. Essentially, it’s a traditional advertising method that reaches audiences in the real world, unlike digital ads, which are confined to online spaces.
What is a print advertisement?
A print advertisement (or print ad) is a form of marketing communication published on physical media. This could be anything from a full-page newspaper ad to a flyer or brochure.
How do I create an effective print advertisement?
To create an effective print advertisement, focus on clarity and visual appeal.
Start with a compelling headline, followed by a clear, concise message. Use high-quality images and a color scheme that reflects your brand identity.
Make sure your call to action (CTA) stands out, whether it’s a phone number, website or physical store address.
Lastly, ensure the design fits the publication’s format, whether it’s a newspaper ad, flyer or poster, to enhance its impact.
Is print advertising still effective?
Yes, print advertising is still highly effective, especially when combined with digital efforts. In fact, according to the Small Business Marketing Report by VistaPrint, presented in partnership with Wix, 30% of U.S. small businesses are investing more in traditional marketing like print ads, and 30% balance the investment 50/50 between traditional and digital marketing.
How can I measure the effectiveness of print advertising?
Measuring print advertising effectiveness can be done by tracking unique URLs, dedicated phone lines or promo codes used in print campaigns. Surveys and asking customers how they heard about your business also help link print ads to conversions. Additionally, monitoring sales and engagement trends post-campaign offers valuable insights into its success.
