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The Print Ad Is Dead… Long Live the Print Ad
Let’s be honest—when was the last time you cut out a magazine ad and pinned it to your vision board? (Okay, besides the perfume sample you actually liked.)
Print advertising isn’t exactly the media darling it once was. The heyday of full-page newspaper buys and glossy magazine spreads might be behind us. But here’s the kicker: the rules that made print ads great? They still apply—and they still win, whether you’re writing a pre-roll video script, a boosted Instagram post, or a banner ad that shows up mid-sudoku.
So, while the format may have changed, the fundamentals haven’t.
Why Print Ads Were (and Still Are) Great
Back in the day, a killer print ad had to work hard. You got one shot to make someone stop flipping pages. That meant:
- A strong, clear headline
- Striking visuals
- Minimal but persuasive copy
- A clear call to action
And guess what? That’s still the recipe.
New Platform, Same Principles
Whether you’re marketing on TikTok or buying ad space in a trade journal, the same pillars apply:
1. Strong Headlines Stop the Scroll
The modern magazine flip is now the social media scroll. A headline has to grab attention fast—whether it’s in bold serif type across a full-page print ad or layered over a looping Instagram reel. If it doesn’t hook you in a second, it’s gone.
2. Great Visuals Still Matter
Print ads taught us that images speak volumes. Today, that same visual punch matters across channels. A great photo, illustration, or design still carries weight—especially in a feed full of noise. Motion helps, sure. But style always wins.
3. Copy Is Queen
Print ads often have limited space, which means copy has to be tight and clever. Online? Same deal. Whether it’s a six-second pre-roll or a 280-character tweet, your words have to earn their keep. Be bold, be brief, be on-brand.
4. Call-to-Action FTW
Back in the day, print ads couldn’t be clicked—but they had to tell you what to do. Visit the store. Call the number. Remember the name. Now, we have links and buttons, but the CTA still has to be clear, compelling, and easy to act on.
So Is Print Advertising Really Dead?
Not exactly. In some industries, print still pulls its weight—especially in niche publications or for luxury brands. But more than that, print’s legacy lives on in the bones of every great ad. Every digital campaign owes something to its ink-on-paper ancestors.
The mediums have evolved, but the message is clear in terms of what still matters:
- Clear headlines
- Strong visuals
- Smart copy
- A focused CTA
So yeah, maybe we’re not doing as many print ads as we used to. But if you’ve ever stopped mid-scroll to read an ad that made you feel something—that’s print, reincarnated.
Long live the print ad.
Curious how to apply these time-tested principles to your modern marketing? Let’s talk.
About Ethos
Ethos is a multiplatform branding agency that develops and executes integrated marketing campaigns across multiple channels for companies inside and outside of Maine. At Ethos, we believe that the most effective way to set a company’s marketing course is by finding its core truth – its ethos. We know that once we discover and communicate that core truth, we can truly make a difference for each client’s unique marketing and business objectives. With Ethos, you get more than a marketing agency. You get a long-term partner whose goals are your goals. Learn more about the Ethos approach and the work we’ve done for our clients. Want to have a conversation about your brand’s core truth? Contact us to!
