What are the different ways to promote your business in print media?

A practical guide for SMEs looking to get noticed offline

For many established businesses, digital marketing takes centre stage. But print media still can play a powerful role in your marketing strategy. Whether you’re an SME looking for new sales opportunities or a business owner exploring different ways to raise awareness, traditional print media can deliver strong results, especially when combined with digital channels.

Subject to budgets, I often advise clients to consider print media as part of their B2B marketing strategy. Below, I break down the three main ways to promote your business through print — adverts, editorials and advertorials and explain the benefits and drawbacks of each.

1. Adverts

An advert is paid-for space in a publication. You choose the message, design and placement.

Pros:

• Full control over copy, design and layout

• Reinforces brand identity using your logo, tone of voice and visuals

• Can build awareness quickly in targeted publications

  
  

Cons:

• Costly — you pay for space, plus design, copywriting and sometimes photography

• Getting cut-through can be hard if competing with lots of other ads

• Works best alongside other tactics, not in isolation

  
  

Tip: If budget is limited, use free photo libraries and keep the design clean. For maximum impact, get professional help from a designer or agency.

2. Editorial

Editorial coverage is part of PR. It appears in a publication because a journalist sees your story as newsworthy — not because you’ve paid for it.

Pros:

• Free exposure that builds instant credibility

• More trusted than advertising as it’s endorsed by a third party

• Can deliver up to 10–100 times more value than a traditional ad

  
  

Cons:

• You have little control over timing or wording

• Requires time and know-how to pitch stories to journalists

• Risk of misrepresentation if the wrong angle is taken

  
  

Tip: If you’re unsure how to generate media coverage, consider PR support. Developing a compelling story that highlights your expertise and customer impact is essential.

3. Advertorials

Advertorials sit between ads and editorials. They are paid-for features, often written in the style of the publication.

Pros:

• Blend of credibility and control

• Allows you to provide more detail than a standard ad

• Stronger engagement as it reads like an article

  
  

Cons:

• Some publications label them as paid-for, which may reduce perceived impartiality

• Layout is usually controlled by the publisher, not you

  
  

Tip: Use advertorials to explain complex services such as outsourced CMO support or strategic marketing advice for SMEs, where you need more space to get your message across.

Which option is right for your business?

There’s no single answer. The best results usually come from a mix of advertising, PR and advertorials, tailored to your objectives and budget. For SMEs and growth businesses, integrating print with digital marketing, from blogging to SEO, ensures you reach customers across multiple touchpoints.

Next steps

If you’re unsure how to balance traditional and digital media, I can help. At Sharp Thinking Marketing, I provide marketing strategy for SMEs, mentoring for business owners, and fractional CMO services for companies needing senior support.

Get in touch today to build a clear, practical marketing plan that makes your business stand out — online and offline.