How print ads and advertorials become a PR success

In times of digital marketing, social media and AI-optimized communication, print ads and paid collaborations in specialist media almost seem like relics of days gone by. But appearances are deceptive. Especially in highly specialized B2B sectors such as fire protection, building technology or industrial plant engineering, these classic formats still play a decisive role – if they are strategically planned and implemented.

Paid collaborations are more than just advertising

Paid formats – from classic advertisements to customized advertorials – are valuable tools for PR work because they combine editorial concepts, specialist relevance and a targeted approach. What is important is that it is not about sounding promotional, but about finding a competent and solution-oriented response. In addition to readers, journalists are also a target group for PR texts.

Essentials: What characterizes successful print cooperations

The success factor for paid formats in trade media begins with a clear definition of the objective: What is to be achieved? Should brand awareness be strengthened? Are specific new products being presented? Is it about generating leads? The objective influences the choice of format, design and placement. The selection of the right media is also important, whereby the following always applies: quality over quantity. The best results are achieved with specialized trade magazines that are deliberately read by decision-makers – e.g. in the construction industry, security management or the public sector. Target group-oriented content is also important: a technical audience expects technical substance, not marketing phrases. A strong call-to-action also combines print with online – and makes success measurable.

Tips from PR practice: How to make print cooperations a success

Don’t rely on the ad alone! Paid formats work best when they are flanked by editorial content, social media posts or events. Ideally, paid PR activities should be thematically aligned and coordinated with unpaid activities in order to achieve maximum impact. It is also important to provide references – if possible, present application examples, customer testimonials or seals of approval. It is also essential to choose the timing strategically. Trade media often have special issues with specific topics, and trade fair periods or industry-specific theme days can also be used effectively.

Conclusion: Print is not a discontinued model – but a trust factor

Paid collaborations in trade media are a strategic supplement to unpaid PR – especially for companies whose products are complex and require explanation and where there are high barriers to market entry (pharmaceutical, automotive, telecommunications sectors). Properly planned, they strengthen the trust of readers and become positioning tools in the communication mix. Would you like to know how to design your next trade advertisement or develop an advertorial that works? Talk to us – we will be happy to advise you.