Printed publications have seen a major shift in the last ten years, following the wide availability of digital communication, but personalised marketing specialist locr argues that personalisation is reigniting demand for the medium.
Research firm Statista reports that European magazine readership has dropped by 7 percent in recent years. And, as readership dropped, so did advertising revenues. Many publishers are now using creative techniques to combat this decline in readership. For example, the new issue of Druckmarkt, a German print magazine, was published with a cover that was unique and personalized with the recipient’s name directly on the cover graphic.
Reading your own name on a piece of mail or a magazine certainly attracts attention, but. the latest Druckmarkt issue also included more personalised elements for the reader to discover.
The cover presents various examples for direct mail, an invitation for the Print and Digital Convention 2022 in Germany, and a very special feature: personalised maps. The reader instantly recognizes their familiar neighbourhood, and is offered valuable information – where to find the closest store, the quickest route to a new car, or the surprisingly short travel time to the Print and Digital Convention.
Including the personalised maps meant the print product was valued more by the readers, leading to higher engagement. Readers can mark one or multiple locations, add routes by distance or time and choose between different styles to match your corporate design.
In addition to the personalised maps, the use of QR codes meant the readers could easily be connected to digital content. That could be a simple link to your website or invite the recipient to save your contact information or location. Creating interaction has never been easier.
Druckmarkt partnered with locr’s team of experts. The personalised cover and maps were produced quickly and easily and quickly everyone agreed: geomarketing is very promising for magazine publishers. Recipients shared the covers on social media and wrote about it as very interesting and remarkable.
Locr has also worked with several publications, including the UK Print Solutions magazine, which used informative maps promoting a leading paper merchant and included ten different cover images matching the reader’s region.
