2015’s Top 5 Print Advertising Trends for Science Marketers

In today’s increasingly digital world, it’s sometimes easy to forget about the importance of print — both as a content distribution channel and as an advertising platform.

Yet…

In today’s increasingly digital world, it’s sometimes easy to forget about the importance of print — both as a content distribution channel and as an advertising platform.

Yet print is still very much in the game for science communication, as well as media as a whole. Not only do readers tend to focus more intently on print ads, but they also see print ads as more credible and relevant when they’re already engaged in publications they trust.

Print TrendsAs we gear up for a successful 2015, here’s a look at some of the top trends to embrace in the world of print advertising. Overall, expect to see an increase in strategies for generating user-specific content, which will generate higher return on investment. In addition to everyday best practices for print ads, keep these evolving trends in mind as you create your media plan for the year ahead.

1.

Native advertising takes off.

Native advertising is a content-driven approach that matches the form and function of the platform on which it appears. While it’s often associated with online media, this type of ad has fully launched in print publications, including Nature and Drug Discovery News. C&EN itself instituted C&EN Supplements as a way for richer, more in-depth advertising content to reach an interested audience.

For examples from some major outlets, take a look at this post that outlines both effective – and ineffective – native advertising examples. While some say native advertising can blur the lines of advertising and editorial, many see the value it holds for providing revenue to publications while serving up content audiences actually want to consume. To do it right, then, develop content that’s useful to your audience and is from a trusted source: if you’re too promotional, or if you try to ‘trick’ your audience, you’ll lose credibility.

2.

Augmented reality gets real.

Augmented reality combines the digital and physical worlds to offer science-driven brands a unique opportunity to interact with customers. The approach leverages smartphone technology, allowing marketers to imagine completely new ways of adding value to traditional print media. Users and brands have the ability to connect even further with a product, during and after a purchase. Scientists viewing this type of advertising will be able to connect with relevant information at that very moment, and advertisers have an opportunity to take readers directly to a website to engage and learn more.

3.

User experience for print advertising.

User experience is often discussed in the context of a nifty website. But the idea of designing around the user is becoming more commonplace in the print world, as well. With the user’s experience at the center of design, ads are becoming more adept at capturing and sustaining users’ attention — something that’s essential in the science industry, where there’s often a lot of information to communicate. To adopt this strategy, take consumer insight to the next level. Get ultra-specific about your audience, its mindset, and the problem your product solves. Scientists have busy lives; to pique their interest, you must provide your information in the way that’s most useful to them.

4.

Story-led advertising.

Storytelling and user experience go together like a test tube and a reagent. Increasingly, science-driven companies are moving from traditional advertising to neatly crafted, integrated storytelling that captures the audience’s interest and makes them want to learn more. (And was certainly a hot topic at iPharma’s conference last year.) Different pieces of the story can be told in different mediums, starting with print and moving through online and mobile. The end result is an advertising campaign that not only aligns with your brand, but that resonates with customers. A great story is so compelling that readers will feel they’re a part of it. What stories does your brand have to tell?

5.

Targeted placement.

Gone are the days of blasting readers and blindly placing content – hitting those select few are going to give you more return on your money. Personalization will become even more precise in 2015, with companies looking for opportunities to showcase their ads in trade publications, special sections and local or regional circulations. While this has always been possible, the idea of personalization has reached a whole new level, with unique ads sometimes created for specific print issues.

 
These five advertising trends have one thing in common: serving the consumer. By understanding, targeting and engaging with them in the right way, any science-driven company can get the most from their print advertising this year.

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Sammi Wang

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Sammi is the General Manager China of eChinaChem, where she has worked since 2005 and previously served as Vice President and Sales Manager. eChinaChem offers news media, conferences and events, as well as education and training services in the chemical, pharmaceutical, and healthcare sectors in China. Before eChinaChem, she worked at GlobalSources as an Account Executive. Sammi received her MBA from the University of International Business and Economics and her undergraduate degree from Yantai University.

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Kyra Luttermann

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Kyra Luttermann is an IT & AI Specialist with a strong academic background, complemented by deep knowledge in Philosophy. She holds advanced training from the University of Oxford in Artificial Intelligence. Kyra excels in AI prompting, consulting, and sales, effectively helping customers reach their target audiences. Since joining IMP and ACS in 2023, she has been instrumental in advancing ACS’s mission, representing the next generation of innovative leaders in the field.

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Uwe Riemeyer

Uwe Riemeyer is a seasoned Global Media Specialist with over 25 years of experience in media sales, consulting, and planning, primarily for the global chemical industry. Since 1997, he has been affiliated with ACS and operates his own successful media business in Germany. Uwe’s expertise spans all B2B industry segments and related media outlets, supported by a solid foundation in economics and an initial career in the automotive industry. His comprehensive knowledge and strategic insights make him a key player in media planning and consulting.

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Jim Beckwith

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Jim Beckwith brings his skills to ACS after a lengthy media consulting career in both for-profit and non-profit media. He specializes in helping advertising partners “connect the dots” between their marketing/lead generation objectives and the wide range of opportunities in the ACS Media portfolio. Jim works with advertisers based in the Southeast and Eastern U.S.

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Except for a brief hiatus in 2022, Pete Manfre has been a fixture at ACS since 2015, helping clients navigate the complex B2B digital landscape. Over the years, Pete has gained the trust of many science marketing leaders with his honest and straightforward approach. His unique insights and expertise have benefitted the small companies looking to gain traction with new potential customers and the well-known industry brands looking to elevate their thought leadership and capture bigger market-share.

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Chris Nolan has been creating solutions for C&EN and ACS advertisers since 2017. After growing the western US territory to $1.6M from $800k, he was promoted to national sales manager in 2021. He is based in Chicago and covers the central US and Canada. His background in media solutions includes successful production for such well known global media brands as Fortune, INC, Fast Company, The Nikkei, the FT, and The Globe & Mail.

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Mariam is an account manager here at C&EN BrandLab. She works with our clients, art and production teams within C&EN to deliver effective ad campaigns. 

Jordan Nutting Ph.D.

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Jordan is a Senior Editor at C&EN BrandLab. While earning her Ph.D. in chemistry she also pursued her passion for writing and communication, including a stint as a science reporter during the COVID-19 pandemic. She now funnels her love of words and chemistry into creating compelling science stories and content.

Jesse Harris

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Jesse Harris is a Senior Editor at C&EN BrandLab. He has been creating internet content since 2016, and has Master’s degrees in both chemistry and chemical engineering. He loves helping STEM experts communicate their science more impactfully.

Shane M Hanlon Ph.D.

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Shane leads BrandLab’s strategic initiatives and projects. As a conservation biologist turned science communicator and storyteller, Shane brings years of creative and relationship-building experience to BrandLab from his work in the federal government, the National Academies, and scientific membership nonprofits. He is an adjunct professor at the University of Pittsburgh, from which he obtained his B.S. in Ecology and Evolution, and holds a Ph.D. in biology from the University of Memphis.

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Heather co-leads account management at C&EN BrandLab. She utilizes efficiency and strategy when working with our clients and production teams within C&EN to deliver effective and engaging campaigns. Heather has a passion for telling dynamic stories through multimedia communication channels and brings creativity, curiosity, and charisma to BrandLab partnerships. She obtained her B.S. in International Relations from The College of Wooster in Ohio. 

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Cynthia Graham-Tappan is an accomplished sales leader with over 15+ years’ experience leading global B2B sales teams within the publishing & media industries.  She has held executive positions with The New York Times, Dow Jones, Agence France Presse, Hearst Corporation and currently oversee Sales & Strategic Partnerships for ACS.   Cynthia has a proven expertise in crafting strategic partnerships, steering high-performing sales teams, and propelling revenue growth. Cynthia also has extensive experience in performance management, market research, digital media monetization, and business development.

Cynthia received her B.S. degree from Towson University and recently completed Executive Education courses with The Yale School of Management and London Business School.  Cynthia resides in Maryland with her husband, and she is a proud mom of four kids.

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Kenneth is a creative leader with 20 years of experience in in-house and boutique design agencies. He is currently senior creative director for the American Chemical Society’s marketing and communications team. Previously, he was senior creative director for ACS Publications, an international scientific publisher that serves chemistry and related sciences. Kenneth is passionate about translating client business goals into impactful and innovative advertising solutions. Under his leadership, ACS has won numerous awards and accolades for its exceptional design work.