If You Think Print Is Dead, You're Wrong

By Juan Manuel Colome · Posted on Wednesday, January 4, 2017 · Tagged in Customer Satisfaction

As digital platforms continue to grow in popularity, many of those who previously believed that digital would replace print are coming to recognize a new reality. It is not digital OR print rather, it is digital AND print.

One of the primary reasons for this is that print provides a very different experience than digital.

As Nicolas Brown stated in an article about millennials and print, "The more our lives are influenced by digital media, the more we are drawn to print as a retreat from online space."

Before you decide to abandon your direct mail efforts and physical advertisements, understand that there is still a place for them in modern marketing and sales.

What Makes Print Appealing?
This, of course, raises the question: what is it about print that makes it a "retreat"? The answer is that print is an enjoyable experience. It's tactile. It's immersive. It requires 21% less cognitive effort to process than reading on a screen. In fact, in our fast-paced world, print is now regarded as luxurious and indulgent.

Pop-up ads, flashing banners and other intrusive forms of advertising make screen-based reading at many websites an unpleasant experience. And with hundreds of emails vying for attention in the inbox, many people spend very little time reading (or deleting!) each one.

The following materials can be read and enjoyed at a slower pace:

  • books
  • magazines
  • postcards
  • brochures
  • catalogs
  • other printed materials

The best part? These materials come without the distractions of intrusive advertising or the stress and pressure of a full email inbox.

Print and Digital Are Different
As advertisers in "high luxury" categories such as fashion and jewelry have discovered, it's very hard to reproduce the physical allure of a magazine in a digital platform. There's just something about "the sheen of the paper, the way that the ink sits on the page, the smell of money and desire that wafts off the page," explains Nicholas Coleridge, international president of Vogue.3

Print is such a comfortable and enjoyable experience that it is trusted, savored, shared, dog-eared and displayed … a welcome respite from the hectic pace of the digital world.

Most Engaging Comment

Patrick Healy from Phacient
7 Locals Recommend Them • Posted on Thursday, January 5, 2017

Amen, depending on the business, just about any medium can be applicable. I love how everyone is obsessed with the internet to the point that they forget about everything else. Print, direct mail, email, flyers being handed out on a corner, doorknocking and the like are all valid methods of getting customers.

Truth be told, there are plenty of businesses that really don't translate on the internet and thrive through print. You just have to do the homework to figure out what applies to your business.

Juan Manuel Colome from Top Response Marketing
2 Locals Recommend Them • Replied on Thursday, January 5, 2017

Good stuff Patrick - Thanks for your input.

Monty C. Ritchings from SWR Marketing Inc dba South Fraser Digital Media
10 Locals Recommend Them • Replied on Thursday, January 5, 2017

I absolutely agree with your perception. The key to successful marketing is being flexible and knowing both your market and your objectives. As owner of an Indoor Billboard business I am focussed on the digital market, however, as a long time business person, I do not expect my clients to only rely on my medium as it is only one vehicle for getting the message out. The trick is to get all the media to work together and tell the same message.

Mike Weatherly from Complete Interactive Technologies,Inc.
1 Local Recommends Them • Replied on Tuesday, January 10, 2017

I fully agree. Everyone's needs are different and I agree print is not dead. It depends on the business and the mix of digital and printed. Let's face it is all about timing.

Tom Cullen from Tucker Tek Inc.
0 Locals Recommend Them • Replied on Wednesday, January 11, 2017

Print will always have its place for marketing and advertising. When you can mix print with online media, you have double the chances of reaching your goals and focusing on the target market of which you want to acquire.

There are literally millions of people trying to use social networks, professional networks, and online groups to establish their presence and develop new business. This works for the most part, but people are losing site on establishing the relationship and seem to be more focused on what their competition is doing or how they can market... (more)

Cheryl Diamond from Diamond Stitchery
0 Locals Recommend Them • Posted on Monday, January 16, 2017

If you can establish a great personal relationship with customers,print and digital items are helpful. C

Mary Risman from What About Me Kitty and Pet Sitters
0 Locals Recommend Them • Posted on Friday, January 13, 2017

Print is not dead. It all depends what works for your business. I find that digital works better for my business but I am also into business cards too for networking

James Gordon from Community sealing
2 Locals Recommend Them • Posted on Friday, January 13, 2017

well I've tried many ways over 35 yrs and as always the best results are from flyer's and door sales

Steven Shepard from SBT Designs
0 Locals Recommend Them • Posted on Thursday, January 12, 2017

As a rural technical service business there is no way the print media in my region could possibly provide the market communications that electronic media can. Add to that the fact that print media is so fractured in this region. There must be at least five community newspapers and four of them aren't worth the paper they are printed on. On line media may cost more but their market penetration capability may be worth the price.

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