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Print
P r i n t | P r o m o t i o n
Has the Internet Replaced Print?
One look at the mail would state the obvious: The volume of ads, marketing material and direct mail has not shrunk but grown. Perhaps the underlying questions are: How has the Internet affected the way we use print? How is print of value now?
Sustaining Value
Research reveals that people value printed publications. In one study, for example, online users ranked the importance of media as follows: books at 59.1%, the Internet at 55.2%, newspapers at 51.5% and television at 50.9%.1
 This is why understanding the characteristics of each medium, and their optimal usage, is important. Printed material is unique in that it is tactile. The texture of paper and the richness of printed color may contribute to the reader’s impression of quality, reflecting the values of the company. An unusual fold or interesting die-cut can entice someone to explore a brochure or catalog. When the visual and tactile experiences reinforce the written content, the resulting message is more meaningful and memorable.
Printed material such as business cards, brochures and corporate reports may easily be picked up for later reference. Printed teacher’s guides, books and training manuals make it easy to make notes directly on pages and bookmark them for quick access.
Diversify to Reach Your Audience
Communicating your message through multiple mediums gives your audience a richer experience, tailored to reach them most effectively. |
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