For thousands of years, the printed word (and pictures) served as the primary communication method for people. Historically speaking, the inventions of radio, television, and now the Internet represent very new communication technologies. Each new technology carried with it the hype and unfounded promises that "print was dead." Perhaps the biggest perceived threat to print is the most recent, the creation of the Internet. Academics, publishers, culture mavens, and technology prophets have all argued whether electronically delivered content, including advertisements, would completely obliterate print.

Despite the growth of e-publication and advertising, print delivery of content and advertising remains important. The endurance of print is good news for this publication, obviously. The Diver's Dispatch boldly asserts the value of ongoing print journalism, dedicated to serve the commercial diving community. The publication exists not only for the divers, but also to help companies that supply and support them. 

Print advertising is thriving and remains a vitally important medium to your company. Why? Read on!

    Print remains credible
Physical, tactile media carries with it an inherent legitimacy that can't be replicated by showing content on a screen.

    Print advertising confers value to advertisements
The positive brand image of the newspaper or magazine is transferred onto the advertisements, more so than in web-based publications.

    Readers find print ads relevant, valuable, and not intrusive
Readers are in control of when and which print ads they interact with, which gives the ads relevancy and value.  And because ads are stationary on the page, they are not considered an interruption.

    Print ads offer precision targeting of ad to reader
Print ads are read by self-selecting readers. Advertisers can easily target—and reach—their ideal audience with little wastage. Advertising budgets are optimized with print.

    Longer ad shelf life
Print ads have longer shelf life than other media.

    Deeper cognitive impact
Neurological studies have found that print media creates a deeper impact on the brain than other media. Print's tangible nature—scent, touch, sound, as well as visual impact—create a multi-sensory experience that triggers a variety of input and emotional sensors within the brain, creating a more memorable experience. Furthermore, the brain can more easily process physical input than on-screen content, making print easier to retain and thus more memorable.

Print newspapers continue to represent an especially important avenue for advertising, for these reasons:

    Newspapers are considered by many to be more credible than any other medium 
Newspaper content (and advertisements) hold credibility with their readers. The physical, printed medium provides inherent authority and credibility.

    Targeted advertising opportunities
Newspaper sections, columns, and article types provide advertisers with uniquely targeted opportunities.

    Newspapers help readers with purchasing decisions
Consumers look to newspapers to help with purchasing decisions.

    Increased readership time and attention spent on advertisements
Print ads have 10 - 20 seconds to capture a reader's attention. Ads in print medium, especially in a newspaper, lengthen this window of attention because newspapers tend to keep readers' eyes on the same piece of paper longer than web sites or even print magazines

For more, see this article: Four Reasons Newspaper Advertising Still Matters to Your Business.

Print newspapers and advertising is alive and well, and the Diver's Dispatch offers an ideal venue to advertisers. Of course, the most effective marketing campaigns are those with multi-modal delivery of ads; an integrated campaign that utilizes static and interactive ads in print, web-based, and social media channels represents the optimal approach. We are glad to help you develop print, web and social media ads for The Diver's Dispatch website, along with


-- Dan Sullivan, Publisher of the Dispatch

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