A presentation made to a group of nonprofits at the Chiesman Foundation for Democracy in 2011 to give a broad overview of print advertising.

1. PRINT
Does it
Even r eally
matter
Dustin Floyd
TDG Communications
anymor e?

2. Does print matter?
Magazines & Newspapers are
failing.
Everything is becoming digital.
…right?

4. Marketing isn’t
about a single
medium.

6. People still rely on print.
Who are they?

7. 43% of Americans read a newspaper
yesterday.
62% of Americans 65 or older did.
55% of postgraduates said the same.
-Scar bor ough Resear ch, 2 0 1 0

8. Older, better educated people
read print publications most
often.
A significant part of the
population relies on the print
media.

12. OTHER KINDS OF PRINT
Collateral
Out-of-Home
Phone Books/Directories

13. NEWSPAPER/MAGAZINES
•Can reach older, educated audiences
•Expensive
•Need repetition: as many as 17 times
•Buy several smaller ads vs. a big one
•Keep design & message simple
•Don’t target people who aren’t reading
•Negotiate non-profit rates

14. Out-of-Home
•Growing 13.5% per year
•Digital/print crossover: supermarkets
•Unusual displays get great ROI

18. Collateral Print Material
•Tangible, long-lasting impression
•Some need print: can’t get e-mail
•A little flash can create a big impact
•Eco-printing becoming more affordable

19. What print
materials will
work for me?

20. What’s my budget?
What audience are you targeting?
What action should they take?
Don’t know? Then ask!

21. It’s important to measure.
It’s possible with print…
…to a degree.

23. Tools for
designing on
a budget.

24. GIMP – www.gimp.org

25. Blender – www.blender.org

26. Inkscape – www.inkscape.org

27. Scribus – www.scribus.net

28. www.urbanfonts.com

29. www.sxc.hu

30. www.everystockphoto.com

31. commons.wikimedia.com

32. Consider
hiring a
professional.

33. Tips for Working with the Pros
•Many of them will give you a discount,
or work pro bono for recognition. Ask.
•Ask about their experience.
•Do they know about marketing?
•Are they in it for the long-haul?
•Be upfront about cost savings.

34. Writing for Print Pieces
•Ad copy needs to be very short.
•Eight to 11 words on a billboard.
•Reject promotional text.
•Embrace action.
•Be benefits-driven.
•Don’t use jargon.
•Be compelling.
•Find a proof reader.

35. Eight tips for
creating great
design:

36. 1. Design is
about
communicating
effectively.

37. 2. Communicate
the benefits.

38. 3. It doesn’t
matter what
you think.

39. 4. Typography
is important.

40. 5. Less is more.

41. 6. Don’t be
afraid of
negative space.

42. 7. Repetition
and
consistency.

43. 8. Create
hierarchy.

44. The Good,
the Bad &
the Ugly.

55. Dustin Floyd
dustin@tdgcommunications.com
www.facebook.com/ dustinfloyd
Twitter : @dustindfloyd
@tdginc
Office: 6 0 5 .7 2 2 .7 1 1 1
M obile: 6 0 5 .9 2 0 .1 0 5 3