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Print vs Digital: What are the benefits?

By Niamh Dunne
Pitching

Print vs Digital. A classic rivalry like any other. Whether you are looking for a spread in a magazine or getting your story to a digital publication, what is the difference when pitching to traditional print media and digital media? PR pros can easily make the mistake when pitching to both print and digital media, but how will you know which one is the best for you.

Audience Reach

Before deciding which publication to pitch to you have to be sure what exactly you are hoping to gain from it. If you want an instant reaction with a large number of viewers, online is the better option. You have the ability to share your story across your social media platforms and further the reach, rather than just having it as a static physical piece. Print also requires more lead time and you have to be organised with the story to ensure it makes it in time for the print deadline.

Impact

While digital publications may gain more readership, a number of readers will only scan through the article. Print tends to leave a longer impact on a reader as they tend to finish the article rather than skipping on to the next article. Articles in print media are often longer and offer a more in-depth feature rather than a concise and snappy report. So if you want to leave a lasting, detailed impact on your reader than traditional print media is the way to go.

Customer Engagement/Attraction

The one resounding factor that that contrasts print and digital is the use of social media. Digital allows you to monitor the audience numbers through analytical programmes/number of shares, while with print there is no real measurement. Many online publications leave a comments section, giving customers a chance for an open discussion with you and the readers. This creates a new form of communication and allows for further engagement.

Credits

Author

Niamh Dunne

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