Are Online Clippings More Valuable Than Print?

It's almost like a 'David vs. Goliath' battle. One has been on the digital rise for years, while the other struggles with tradition and declining print runs against the seemingly superior online power. But is David really so helpless? In the media industry and from a PR client's perspective, the saying often goes, 'Print is dead, online is enough for me'—but is this approach really effective? Are printed newspapers and trade magazines a thing of the past? I believe that while Goliath may be unbeatable, David has his strengths—and these are greater than many assume.

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Always and Everywhere Available: The Digital PR Ideal

Whether in the press or on social media, PR clients typically push to be in the online media world. Ideally immediately, with wide reach, and even better, with a backlink. These are the three main reasons why many communications and marketing managers prioritize placing their companies in digital media. As soon as news becomes relevant, the call or email to the journalist is made, sent, and ideally published online shortly thereafter. Available everywhere, on smartphones, tablets, or home PCs, wherever the target audience is located. A brief note: this is the digital PR ideal.

Reporting Strength and the Backlink Dilemma

Besides the speed that online publications promise, the most significant factor favoring digital clippings is measurability and reporting. The success of PR measures is always a topic of discussion between clients and communications professionals. Page impressions, visits, and advertising equivalency values are just three metrics often used to discuss success or failure. Another criterion: links. Some clients almost see them as currency, pushing for deals like 'We provide content and in return, we get a link, preferably do-follow.' But this rarely works unless background information, such as studies, infographics, or further PR material, is available on landing pages. Page impressions, visits, advertising equivalency values, and backlinks have one thing in common: they are measurable. They form the foundation for PR reporting, and in this discipline, online clippings are indeed far ahead of print publications.

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No Clickbaiting: Print Readers are Target Group Hits

Of course, print contributions are also measurable; circulation numbers help roughly gauge PR success. But there are also limits here. The decisive advantage of print newspapers and trade magazines is the precise target audience. Anyone who buys a print copy overcomes the first hurdle and shows direct interest in industry topics. In the vastness of the internet, the target audience quickly gets lost in suggested articles, clickbait headlines, or even advertisements from competitors. Newspapers and magazines also have the latter, but in the end, readers still hold the same print copy in their hands. Naturally, there are differences in sustainable visibility between daily to weekly newspapers and monthly to annual magazines. But ultimately, no other medium has a higher hurdle to becoming a consumer. Publications in print products are simply a target group hit.

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… and in 50 Years, David Will Still Be Around

David can hold his own, but whether he will still be strong enough in 50 years, who knows? However, I am convinced that print clippings will still have a long-standing justification. Of course, the power and therefore the value of online clippings are enormous simply due to search engine findability and measurability. But PR managers should also include print copies in their clipping strategy. Although concrete evaluations as part of success measurement are difficult, it is up to communicators to find out which newspapers and magazines the target audience actually consumes. If they succeed, these clippings are at least equivalent because the PR value of print and online publications is almost like a 'David vs. Goliath' battle.

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Tommy Dobs

Senior PR & Brand Storytelling Berater Mashup Communications

Tommy Dobs is a senior PR and brand storytelling consultant at the Berlin agency Mashup Communications. The technology and LinkedIn expert specializes in B2B, tech and startup communications and data storytelling in particular. Picture: Saskia Uppenkamp - © Mashup