As the 2020 election grows closer, political advertisers are optimizing their campaign strategies. Winning the multicultural vote is crucial in many communities and states – but reaching multicultural voters can be a challenge. As we’ve detailed in a previous post, your general market advertising strategy is likely missing the mark when it comes to reaching multicultural audiences. We have over three decades of experience reaching these voters and we have a secret to share: the power of print in political advertising.
Traditional Media in a Digital Era
The marketing industry has increasingly leaned towards digital advertising, and the number of digital channels to promote your message seem to grow by the day. And digital advertising has its advantages. People spend a lot of time in front of screens, and device-tracking and social profiling capabilities allow for highly personalized ad targeting.
But traditional media and print advertising have an advantage. The world of digital advertising is loud. The average voter is inundated with between 4,000 and 10,000 advertisements per day, everywhere from their email inbox to their Facebook feed. People are so accustomed to this digital advertising noise that it can make these advertisements easy to ignore.
Print advertising cuts through the digital noise. The written word conveys a certain level of significance that rises above an overwhelming number of digital messages. Leading us to our next point…
Multicultural Voters Trust Print Advertising
Our research shows that not only does traditional media and print advertising cut through digital noise – multicultural audiences actually trust print advertising more than the general population. For example, 55% of Hispanic audiences are paying attention to print media, and Spanish-language print readers are 57% more likely than the general population to be heavy readers. Print media, in general, conveys a certain permanence, significant, and trustworthiness that is important to multicultural audience.
And print advertising especially garners trust as issues have risen with political advertising on social media, as we saw the effects of targeted, unchecked political advertisements in previous elections. As a whole, social media is exempt from the Federal Election Commission laws that prevent broadcasters from selectively airing one political advertisement over another.
In a “fake news” political advertising climate, print advertising conveys accuracy and legitimacy.
Read next: Reaching Hispanic Voters in 2020
Print Advertising Influences Different Generations – for Different Reasons
Print advertising successfully persuades both older and younger generations of voters – but for different reasons.
For older generations, print advertising is the standard. Older generations are 21% more likely than younger generations to trust print media over every other kind of media, and 47% of older generations agree that print media keeps them informed and up-to-date. Additionally, older members of the multicultural voter population tend to consume more media written in their native language – for example, 49% of Hispanics read Spanish language publications. You can count on older generations to pay attention to print – they always have.
Younger multicultural audiences, however, are persuaded by print for different reasons. As digital natives, Gen Zers and younger Millennials are accustomed to being advertised to on every digital platform they use. And because Gen Z’s profiles online have always been an extension of who they are, they feel that digital ads are intruding on a personal space. So Gen Z is influenced by print, because they feel that print and out-of-home advertising to be more “relaxing”. Off-screen advertising feels less personal, and therefore less intrusive to them.
For your custom multicultural political advertising strategy, contact us today.