Print Marketing Evolution

Living and working in a house built in the 1840’s has its downsides, but the historical wealth of the building never fails to amaze us. The Stockley and Turner HQ is based in the heart of historical Dover and is quite literally brimming with history.Whilst renovating, we found loads of vintage newspapers and print advertising found under the floorboards, previously used as underlay. Dating back as early as the early 1920’s, our marketing brains began inspecting the vintage marketing campaigns and trends, as well as some interesting news and insights into life 100 years ago!

Here we’ve got some of favourite takeaways from what we found:

Household brands Print Ads

One of the main things we noticed about the adverts in these newspapers was the number of household names repeatedly appearing. Brands we all know such as: Johnsons Baby, Harpic, Pyrex and Bourbon made regular appearances back in the 1950s. 

But now, you’d have to be pretty lucky to see an ad for some of these in print, if at all! This is probably because they are so well known and commonly used 80+ years on that this form of advertising just isn’t necessary nowadays. 

However, in the 1950s, Great Britain was still in recovery from the war and food was only just emerging from rationing. This meant that even well known brands, like Hovis, had to reintroduce themselves and remind consumers that these were now commodities that they could begin considering once again, and reminding them of the nutritional benefits – even of bread!

You’ll find many brand adverts used phrases like “ask the grocer nicely” or “be sure to ask your grocer” because these goods would have been limited in supply and all groceries would have been monitored. 

Here are some amazing ads from well known brands of today, that you might recognise!

After finding some of these gems, we really wanted to compare them to modern day versions, and couldn’t believe how difficult it was to find actual print ads for any household name brands!

There are some key (and in hindsight!) pretty obvious reasons why there has been such a huge decline in advertising in magazines and newspapers…

Shift to Digital Media From Print

The clear and obvious rise of digital media has transformed advertising strategies. Brands now focus on digital platforms such as social media, search engines, and online publications. 

It’s no surprise that back in the early 1900s, there were limited ways to reach your audience, so for many brands, print was the only option!

These days, digital platforms offer better targeting options in comparison to print, allowing brands to reach specific audiences more effectively.

Cost-Effectiveness

Digital advertising is generally more cost-effective compared to print. Online campaigns can be tailored to suit different budgets, and ROI can be tracked more accurately. This makes it easier for brands to plan advertising spend efficiently.

Changing Consumer Behaviour

Consumers are increasingly consuming news and content online rather than through traditional print media. 

For most of us, gone are the days of walking down to the newsagent first thing in the morning and picking up your favourite paper.

And unfortunately, brands follow their audience, and as readership of newspapers and magazines declines, so does the appeal and take up of print advertising.

Environmental Considerations Of Print

There is growing awareness and concern about environmental issues, and this could be another factor impacting where brands are allocating their ad spend. 

Brands are keen to reduce their carbon footprint and support sustainable practices – the throwaway nature of a daily paper, or even a monthly magazine could be the reason that digital advertising is seen as a more environmentally friendly option compared to print.

Flexibility and Speed

Digital advertising is quick and effective – campaigns can be adjusted, paused, or launched in a matter of minutes. Print advertising, on the other hand, requires longer lead times for design, approval, printing and publication.

Integration with Modern Marketing Strategies

Modern marketing strategies often involve a multi-channel approach, integrating social media, email marketing, and content marketing. Digital platforms facilitate this integration more seamlessly than print media, allowing for cohesive and comprehensive campaigns.

But there are some key exceptions…

A Change in Perception, Driven by Two Polarised Groups of Consumers:

Younger Audiences

The perception of print amongst younger audiences has shifted from being more throwaway in the 1900s to more premium and luxurious in the digital age. This change is driven by several factors:

Tactile and Novel Experience

For many millennials and Gen Z, print offers a unique and tangible experience that digital media cannot replicate.

Quality Over Quantity

Modern print publications aimed at this market emphasise high-quality content and visuals, focusing on depth and substance.

Collectible Nature

High-quality magazines are seen as collectible items, valued for their beauty and permanence.

Digital Fatigue

As digital fatigue sets in, print becomes a desirable alternative, providing a break from screens.

Premium Pricing

The higher cost of these publications reinforces their luxury status.

Niche Content

Print appeals to enthusiasts by offering specialised content that is often not available online.

Independent and Boutique Publishers

These publishers enhance the luxury perception by producing curated, small-batch publications.

Overall, print is now valued by younger audiences for its tangible, immersive, and high-quality experience, distinguishing it from the daily newspapers that were commonplace in the past.

Older Audiences

Beyond younger consumers, there are still groups of more traditional audiences who value print. Older, often more affluent readers, continue to purchase certain types of print publications:

Lifestyle Magazines

Publications like Country Life appeal to older readers with their focus on traditional and luxurious lifestyles.

Health Journals

Older audiences seek out print for reliable health information.

Local Newspapers

Many older readers still prefer local newspapers for community news and events.

These older audiences maintain a steady demand for print, appreciating its reliability and the depth of content that these publications provide.