Print in times of digital domination
Advertisers in 2018 are firing hundreds of online advertisements at us, we’re inundated with newsletters, and even Google won’t leave us alone. Digital is alive and kicking, but luckily, that isn’t the death knell for printed media. It is precisely due to this digital revolution that the strengths of printed media are even more apparent.
Print reads better
Blogs, social media posts, newsletters, etc.; digital content is legion. But, as strange as it might sound, printed content is almost always preferred. Our eyes grow tired more quickly when reading text on a screen, which means we’re very quickly distracted. Contrary to this, the focus on printed content is much stronger. We take the time to read something thoroughly and research has shown that two-thirds of readers effectively remember the message.
Print is tangible
The scent of fresh paper, moving designs, and quick notations; we love it. People are creatures of habit and much prefer to have something tangible in their hands. That’s why printed media is and remains such a success. Moreover, it stimulates the senses and supports the brand identity. Do you use special refinements or finishing techniques? Then you give this tangibility and strong branding an even bigger boost.
Print stands out
It’s not hard to stand out with print. First, the options are endless. The many colours, finishes, and forms result in millions of unique combinations. If you succeed in thinking outside the box and providing intelligent printed media, this gives your branding an even stronger impact. Second, the chances of your message being seen are much higher. The difference between a newsletter that you instantly throw in your mailbox’s trash folder versus a catchy brochure in your post box says enough (31% prefer Direct Mail advertising and just 5% prefer to receive advertising via email).
The importance of print in a digital world thus remains crucial. It helps to reach specific target groups, share another kind of message, and significantly increase the ROI. However, it’s good to remember that no channel can stand alone. Print and digital media must form a strong team and support one another where necessary.
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