With the recent demise (and subsequent resurrection) of Industrial Equipment News, I was once again faced with the question, "Is print dead?"

If you're like me, you've probably noticed that magazines are getting thinner. They have fewer editorial stories and ads. As someone who buys print advertising I may be part of the "illness" that is affecting the print industry. Many of my clients are moving out of print to online. Online, with its ability to track impressions and clicks, seems to be the holy grail of advertising, because you only pay for what you get. Google even allows you to pay only when someone clicks on your ad. 

At Godfrey, we continually talk to our clients about thinking like "publishers." We help them develop websites with interesting content that bypasses magazines to reach their targeted audience.

With that said, I still believe print is a viable advertising vehicle, especially when considering a B2B audience. So here goes, my top five reasons to continue using print.

1. Audience - There is a trade magazine for every industry and job function. They spend thousands of dollars developing and auditing a targeted circulation. They continue to be one of the best sources for reaching a specific audience. 

2. Editorial - Publishers still provide great editorial and have credibility with their audience. This editorial is where your target audience turns to for insights and knowledge. Much of this editorial can be found online, but for now print is still the primary medium for quality editorial.

3. Availability - Many companies limit their employees' use of the Internet. Your prospect may not be able to go to the web sites where you are running your banner ads. However, they are free to read publications.

4. Brand Awareness - The print advertising platform still builds brand awareness. Studies continue to show that ads in magazines actually boost search engine traffic. Seeing a print ad often prompts people to visit websites, or do searches for products or services being offered in an ad.

5. Mobility - There are new applications that make the printed word digital. I'm thinking of Kindle, smart phones, and laptops. People still like to take paper with them. Just look around the next time you're on a plane or at the gym. You'll see people reading magazines.