Integration of online and offline marketing campaigns remains an effective strategy. According to a recent Google study conducted by Clark, Martire & Bartolomeo, print newspaper ads are being used effectively to increase online sales. The study found that over half (56%) of newspaper readers researched or purchased at least one product advertised in the newspaper in the last month. Of those who responded to a newspaper ad by going online, 47% went directly to a URL they saw in the ad. And, 48% of respondents said they would trust the product more if they saw it in the newspaper after seeing it online, and over half (52%) said they would be more likely to purchase that product.
Offline custom publications are nothing new to savvy online companies and marketing departments maintain healthy budgets for in-house print magazines. Folio has an article titled, "Custom Publishing’s Potential," – the article profiles three projects and provides insight into how it’s done.
From DMNews, Custom publishing packs a marketing punch:
Custom publishing's popularity has increased dramatically in recent years, growing in just five years from a niche magazine business to a varied and mighty $55 billion industry today, according to Lori Rosen, executive director of the Custom Publishing Council (CPC). Although custom publishing is still evolving as a channel, it is rapidly becoming a favored tool for building and maintaining lasting customer relationships.
In addition, several online services exist just to tell you where to find the best deal offline. Before burning up that expensive gas, lower your CO2 footprint and check out SalesCircular.com to find the best local deals for retailers such as Best Buy, Circuit City, CompUSA, Kmart, Office Depot, Office Max, Radio Shack, Sears, Staples, Target, Wal-Mart and other select local retailers.