This morning a colleague asked me this question regarding a new health-related magazine he was starting and the prospects for attracting advertisers. Here was my response:

Although advertising budgets are rapidly moving toward online media, print is definitely not dead. Paper media still has a couple of advantages.

First, your target audience may not have the time or interest to scan the Internet for content. More than 30% of Americans don’t use the Internet at all and in many countries that rate is even higher.

Second, research shows that people process printed information more effectively, especially if the content is long or complex. If you’re like me, you print out Internet content to read if it is more than about a page long.

Third, a direct-mail piece has an unparalled ability to reach specifically-targeted audiences.

Finally, print magazines reach a different sort of secondary audience — people in a doctor’s office or a spouse at home for example. That could be important to some advertisers.

Like any media channel, the key is this — what customer need is being met? If the audience you’re reaching with the magazine aligns with the demographics sought by advertisers, and the price per impression is competitve, you will win and attract advertisers.

If the media channel adds value to customers, it will be relevant no matter if it is based on pulp or “tweets.”