Print is not dead (yet).

Despite all the online and digital developments, print media continues to maintain its own place in society. As long as the graphic designers and advertisers continue to do their job, print will hardly die. The message is delivered to the recipient in a striking and intimate way, which in turn has its own benefits on consumption behavior.

I can still remember a tutor telling me that the most important and efficient way of spreading media for advertising agencies is a print ad. Even though we now live in an era where everything is done digitally, especially with the upcoming generations growing up with tablets and smartphones.

Yet print media remains very popular and here's why:

Trust and digital ignorance is the main reasons why print is still alive

Printed media is considered the most reliable medium for a number of reasons, one of which is that it is memorable. Research has also shown that seeing or reading a physical message leaves more impact on the recipient.

Another reason why the recipients trust printed media more is because of open sources on the internet, this ensures that everyone can post and share anything. For example, it remains difficult to distinguish between fake news and reality. A separate survey found 86% of respondents favored print. Understandably, 63% of people believed reading news in print gave them a deeper understanding of a story.

Another reason why the recipients have more confidence comes from email. Today's modern world everything is handled digitally. Many companies can just spread anything, this is quickly removed by the recipient, but very often these also end up in the spam inbox. But with a letter you know that it is specifically intended for you and creates a trust

Cross-media: messages and channels are aligned in such a way that they reinforce each other

“Cross-media marketing refers to the use of two or more media types print, email, mobile and/or social in an orchestrated campaign targeting demographic and/or psychgraphic segment. These campaigns can be retention programs targeted at existing customers or acquisition programs targeted at prospective customers. A cross media campaign delivers relevant content and a call to action through multiple media simultaneously as an integrated campaign”

[Source: Infotrends]

At first hand there is an assumption that cross media means simply sending the same marketing message across all types of media from social media, multi-media platforms and the ubiquitous bit of paper. But it is really much more than that. In fact arguably paper as a medium has been at the forefront of this cross media revolution for longer than you might think.

Digital printing is helping companies to capitalize on cross media by being able to produce variable short runs at low cost where every piece of paper can be unique to the individual. Print is tactile, secure, reliable and isn’t so intrusive as social media can be. What makes print and cross media so effective is its ability to link to electronic media successfully. Your entire marketing mix is inter-connected and inter-related working toward driving traffic toward the website generating leads for your business with the intent to provide sales and business.

[Source: digitalprintmanagement]

As long as there are ads, print will last

Another primary reason print magazines won’t die is print advertising would have to die first. Many digital communications are not just seen as untrustworthy but are actively ignored. 68% of consumers say they ignore online ads. More than 50% of people admit they actively try to avoid online ads at all costs, with online pop-up ads being the most disliked form of advertising. Many adults don’t trust advertising, print media was seen as the most trustworthy medium. Even more telling, 82% of Americans say they trust print ads in magazines, and when making purchasing decisions, consumers trust print advertisements 34% more than they trust search engine ads.

When making a purchase decision, nearly all shoppers say they prefer print marketing. Additionally, almost 79% of consumers will act on direct mail immediately. When comparing direct mail marketing to email marketing, direct mail marketing has a 37% higher open rate. Subsequently, print ads overall often have a better ROI than digital ads: readers generally pay attention to printed items more, and they remember them for a longer period of time. [source: walsworth]

Out of home advertising such as billboards and signage are still very much in demand from the same clientele that has always needed them. This form of advertising is not going to disappear anytime soon. In metro areas, bus wraps, subway posters, and one sheets are still viable forms of advertisement for major retailers and entertainment brands. And these industries are by no stretch of the imagination in decline.

[source: creativepro]

Design and feeling is what print sets apart

You can feel printing. The physical message gets extra attention through special paper, applications/ coatings. Today there are endless cool things possible in the field of printing. For example, think of different types of paper, color and finish. If you know how to use this, it can be a nice addition to communicate your message. Stands out more then, for example, a black and white printed card. You can easily put a printed brochure or magazine away and pick it up again later because it is in plain sight. Also outside or on the road. Placing a roll up banner or billboard, for example, is easier for the average person than installing a screen with a presentation on it.

It's safe to say, I think, that there are plenty of reasons why print media will live on for a long time to come. From magazines, books, newspapers to billboards. It's classic and it works. It offers us many variations in design and although new technology also offers us many new experiences and possibilities, print media remains a timeless favorite.