New research, released last week, show that the print medium helps to increase retail sales significantly, making it the most effective form of advertising for retailers.

Britain's Daily Telegraph this week reported a study by BrandScience, a think-tank focusing on creative thinking and brand development, for the Outdoor Advertising Association (OAA) in Britain has found that for every £1 spent on newspaper and magazine advertising, retailers see a sales increase of £6.23.

The study also said that once production costs are taken into account, print's cost efficiency declines to £5.73.

The same amount when spent on television and outdoor advertising results in a revenue increase by £3.57. Online advertising generated £2.23 in sales for every £1 spent.

The OAA said that despite the growth of online advertising the traditional media seems more lucrative than online for 'bricks and mortar' retail advertisers. The research showed that this would highly benefit supermarkets and high street clothing shops.

The Daily Telegraph said that these findings demonstrate that traditional advertising mediums such as print are still effective.

The newspaper also said that traditional advertising has faced tremendous pressure from the recession and it is only increasing. Over the past 5 years, the industry has witnessed a structural downturn in advertising with buyers of ads shifting to online pastures.

Historically, for FMCG (fast-moving consumer goods) brands, television has proved the most effective medium for advertising.

However, BrandScience noted that TV is not as lucrative to these advertisers as it once was. For every £1 shelled out on television ads, FMCG ad buyers now receive a sales increase of £1.31, or £1.12 when production costs are taken into account.

'Television is not the medium it once was as we have seen a fragmentation of viewers,' said Mr Alan James, the chief executive of the OAA.

More effective in combination with outdoor

The research also provides strong indication that print's effectiveness is also strongly influeneced by whether advertisers use it in combination with other media platforms, most notably outdoor.

The original report, published by Marketing magazine, reported:

"The research suggests that outdoor is particularly effective when used in conjunction with other media. It says poster ads can help hammer home marketing messages and prolong the afterglow from TV and press advertising."

And incidentally, the study says if print is not combined with an outdoor campaign the ROI falls still further, to £4.28.

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