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A question we often receive from authors is “where is the best place to advertise my book?”. That answer isn’t always simple, and it’s not always the same for every author, or every book, or even every campaign.

Below is an outline of the benefits of both print and digital advertising to help you create the most efficient and effective campaign for your goals.

Benefits of Print Advertising

Print marketing is a tried and tested method of increasing visibility and awareness for a product or service. People who prefer to read print are typically more active and engaged than online users which increases the chances of ad recall. This is because the ads themselves are tangible and give consumers a more memorable experience. Additionally, media kits for print advertising are able to supply more information on established circulation size, which provides a better idea of your reach before signing on.

Benefits of Digital Advertising

Digital advertising, however, provides more trackable metrics such as clicks and impressions. Online ads have the ability to be interactive and are able to begin sooner with less lead time. You’re more likely to see sales interaction with digital advertising because ad linking brings the consumer straight to that “buy” button without any extra hassle on the consumer’s end. Additionally, you have more options when it comes to budgeting since you’re most likely not paying for a flat advertising rate but instead a pay-per-click/impression which can be monitored and controlled.

When to Use Print

Print advertising tends to be more effective the more niche you’re able to target. Placing an ad in The New York Times may sound enticing, but books will likely attract more attention elsewhere depending on their individual genres and target audience. Accordingly, leadership books will gain more traction when advertised in a leading business magazine, self-help in a lifestyle publication, and fiction books in a literary journal. If you’re looking to advertise business services related to your book or a book signing event to a specific community, then local newspapers and newsletters will likely be the most effective and targeted method.

When to Go Digital

Digital advertising offers a wider reach globally and gives you options to target your ad set. If you’re looking to advertise a specific product or push people to your website for increased traffic and newsletter sign-ons, then digital advertising will be the most effective. Digital advertising is also more reflexive and responsive, so if you’re looking to compare strategies or want the ability to pivot mid-campaign, digital is the way to go.

All of that being said, the most successful marketing campaigns typically have a mix of both print and digital advertising to optimize efforts and raise awareness. Most print publications have online counterparts, so inquire about campaigns that span mediums.

If you are interested in running an advertising campaign for your book with Greenleaf, reach out to marketing@greenleafbookgroup.com to discuss your goals.