Long Live Print!
Stop the presses! Print is not dead after all! Though digital media has certainly taken a chunk of the print industry’s business, the printed word is just as vital today as it was a century ago. In fact, utilizing printed marketing materials can actually help your business stand out from the competition!
We’ve been hearing for years now that there was no future in print, and to be completely honest, there is some truth to that statement. Many newspapers have disappeared altogether, and the ones that are still around have had to downsize and adapt to the digital age. Today, most newspapers have an online version of their publication, while others (such as Patch.com) are online-only. The Baltimore Sun, our local paper since 1837, has three levels of membership that determines how much digital content you can access on the site. Subscribers of the physical paper and digital edition receive far more benefits than a guest to the website or someone buying the paper at a gas station.
While newspaper and magazine circulation has dwindled and books have moved to e-readers like Nook and Kindle, there is plenty of recent evidence available that states that print is alive and well.
It’s been reported that books are making a comeback. With e-book sales declining, Amazon actually opened a brick-and-mortar book store in late 2015. Just think about that…the online mall of the world and name behind the Kindle actually opened up a book store! That has to tell you something about the future of printed, tangible books.
Another study, published earlier this year, showed that college students preferred physical textbooks over e-readers.
“Seven out of ten college students prefer print textbooks over e-books, according to a survey conducted by Direct Textbook, the world’s most comprehensive textbook price comparison engine.”
Why the love for textbooks? Reasons included that students liked the feeling of the page on their fingers better, they liked highlighting the physical pages, and they found they learned better or retained information better when using a printed textbook. E-books can cause a lack of focus and/or concentration in some individuals.
One interesting study from 2014 shows it’s harder to retain the timing of events (the plot) in a story on an e-book. When you are reading a paper book, the natural progression of turning the pages – one side of the book is growing while the other is shrinking – helps the reader put events into a chronological order.
Magazines actually seem to be flourishing as well, despite struggling over the past few years. According to the American Marketing Association, “…in 2014, 91 U.S.- and Canada-based magazines ceased publication, up from 51 closures in 2013.”
Yet, 204 new magazines launched in 2015, and many are spin-offs from websites. The truth is, there’s a niche in the market that only magazines can fill. The publication may not attract every consumer, but the ones that take the time to actually sit down and read it are really engaged with the content, as well as the targeted advertisements. Magazines also give others a sense of your likes and interests; a magazine placed on your coffee table can give your guest a good idea about who you are as an individual.
As far as marketing materials are concerned, it seems like the whole world has gone digital when it comes to advertisements. Why not use that to your advantage? While your competition is bombarding prospects with emails, you can send a postcard or flyer and stand out from the crowd! Printing is relatively inexpensive, and you do get a lot of bang for your buck!
Print advertising is a very efficient way of establishing a brand identity and for communicating that to the target market.” – Andy Blau, senior vice president of finance and advertising at New York-based magazine publisher Time Inc.
Looking to add print to your marketing campaign? Call us! Our print experts at Miller’s Minuteman Press would love to help build your brand and boost your sales!