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A 2010 study of calendar
usage in the workplace, co-spon-
sored by PPAI and The
Calendar Advertising Council,
shows that 79 percent of respon-
dents enjoy receiving calendars
as a complimentary gift and that
eight out of 10 respondents
report having a printed calendar
at work. When asked what type
of calendars they used at work,
48 percent said they used a wall
calendar while one third referred
to a desk calendar. With one of
the lowest cost per impressions
in the industry, printed calendars
are still very much up to date.
“Now, digital technology
advances mean that it’s easy and
affordable to create fully cus-
tomized calendars that are even
more powerful company brand-
ing tools,” says Jerome Hoxton,
president of Tru Art Advertising
Calendars (UPIC: TRUART).
Custom calendar design is a
consistently and rapidly growing
segment of the calendar business
because uniqueness, along with
clear messaging, is key to making
any business stand out in today’s
crowded marketplace.
“Custom calendars address
this need by combining images
with copy content that specifi-
cally defines what the busi-
ness does and the benefits
they provide to customers
and potential customers,”
Hoxton says. Effectively,
calendars provide
another vehicle for con-
tent marketing, which
is about telling and
showing customers
not only what you
make, do and sell,
but also who you are
as a company.
“Calendars deliver
text and image content
in a highly effective
way, not the ‘hard sell’,
intrusive marketing
we’ve all come to guard
against. Giving a calen-
dar is personal—that’s
how business relation-
ships build and grow,”
Hoxton adds.
Hoxton sees demand
for calendar advertising
steadily growing.
“Advertisers know that calen-
dars are used, appreciated and
maintain daily contact in a way
no other media matches for the
investment.”
IT’S HARD TO BEAT THE PROMOTIONAL VALUE
OF ADVERTISING CALENDARS
By Julie Richie
DAY BY DAY
EDITOR’S
PICKS
36 •
PPB
• JULY 2016
GROW
WITH THE UBIQUITY OF SMARTPHONES
and cloud technology, you might assume that
printed calendars are becoming a promotional
advertising tool of the past. However, research
shows just the opposite. Not only are printed
advertising calendars still used in homes and
offices today, they are highly valued.