Print publications include magazines, newspapers, and special issue publications. The geographic scope of print publications varies from locally targeted community newspapers to internationally distributed magazines. Magazines, especially those targeting specific niches or specialized interest areas, are more narrowly focused compared to broadcast media. Additionally, magazines offer the option of allowing marketers to present their message using high quality imagery (e.g., full color), and can also offer tactile (e.g., inserted material to be touched) and scent (e.g., perfume) experiences.
Newspapers, while also presenting advertisers with color advertisements, offer the advantage of targeting national (e.g., USA Today, Wall Street Journal) or local (e.g., small town publication) markets. Special issue publications, which appear in both magazines and newspapers, can offer highly selective targeting since these often focus on extremely narrow topics (e.g., auto buying guide, vacation guides, college and university ratings, etc.).
The downside of print publications is that readership has dropped consistently over the last few decades. Again, the emergence of the internet and mobile networks is a key reason for the decline. Newspapers are particularly vulnerable and there are many who question the future viability of printed news as an important media outlet. In fact, many print publications have recognized they need to change and have slowly migrated their content to digital media outlets.