For about 9 years, the phrase ‘print is dead’ has been circulating around the marketing world, ever since the rapid growth of the internet and social media. While many businesses have turned to the digital age, there are still plenty of things being printed. Saying that all print is dead is incredibly exaggerated.
The print communications industry is changing, and in some cases even drastically. For example, transactional printing has taken decreased due to eBill and eStatements, however, there are still some legal things that need to be printed in hardcopy. Let’s take a closer look at print media and some of the advantages it has over digital advertising.
Tangibility is a big one. Most people prefer something that they can physically hold or touch. According to KeyPoint Intelligence (InfoTrends), printing is a $120.2 billion dollar industry. Commercial and production printing shows a 6.8 CAGR percent growth from 2014-2019; the publishing segment that covers books, magazines and periodicals. While internet ads can disappear into cyberspace almost immediately, magazines or newspapers have a much longer life span. Readers prefer the physical feel and readability of a hardcopy book or magazine. The feel of the paper in our hands and the sound turning a page makes, is the comfort food for readers. Not to mention, the educational textbook market has also seen a new rebirth in printed books, workbooks, worksheets and course packs over the last couple of years.
Print ads are excellent for solidifying your brand identity. Your ads should have a consistent aesthetic in terms of the design in order to establish brand recognition. Not only are print ads a solid part of your brand identity, they also incorporate target marketing. By placing ads in publications can effectively reach a specific niche audience that may be more difficult when targeting online.
Another key advantage is that print ads are more engaging. For example, the wide format printing industry is a $3.1 billion dollar market which brings new advancements in pigment coupled with higher speeds, wider and thicker substrates. Electronic digital signage was thought to take over the traditional printed sign; however that has yet to happen. In fact, a study shows that people read digital screen text 20%-30% slower than printed paper. So, if you are trying to read that digital billboard while driving, give yourself more time to read it.
According to The New Web, “Internet users have grown by 82 percent- or almost 1.7 billion people- since January 2012. That translates to almost 1 million new users each day or more than 10 new users every second. Since more and more businesses relying on the internet to advertise, the decline of print publication can actually be used as a marketing advantage. This allows more room for your ad to shine, and possibly even cheaper prices for your ad space to live on and not disappear after a couple of days like it would on the internet.
Due to the growth of digital communications, print has actually boosted the number of pages and impressions printed. ‘Print on Demand’ is stronger than ever due to the decrease in run-lengths, more customized printing and the increased use of variable data printing.
It is no secret that the printing establishment has taken a bit of a hit, due to internet and social media, however; that does not mean it is not back up alive and well. New print job applications are appearing every day, not to mention that digital printers and printing presses are continuously being sold.
Printing is far from dead, in fact is continuing to thrive.
Whether you’re printing your own materials in-house or a print service provider working with clients, our color and B&W production print offer superior performance and unsurpassed value. Learn more about our production print products here or by giving us a call at (866) 976-2679!
Posted by Hilliard Office Solutions