The question in today’s digital world is, how much do you need print?
Is advertising in newspapers anything more than an expensive habit? With readerships are dropping faster than Russell Brand's trousers, the return on investment is increasingly poor. Concentrate instead on competitions, giveaways and PR, which are low cost and have more impact.
Then there are fliers and season brochures. No doubt some customers pick one up and buy a ticket but many are consigned unread to the recycling bin. The one kind of print worth sticking with is the targeted postal mailing. Research suggests that a brochure or letter in people’s hands at home stimulates both phone and online sales.
Print also means posters. These are another questionable use of a limited budget because only a handful of theatre posters obey the two golden rules for this form of advertising- use emotive visuals accompanied by seven words or less. The exception that proves the rule is the current campaign for David Pugh’s production of Calendar Girls- a row of apparently naked women with their naughty bits covered and the tag line ‘All will be revealed on…’
