The debate as to whether print, as a medium, is dead or not is ongoing, with people taking sides and either thinking “this is the last of it” or “the medium will carry on well into the future.” Well, we’re leaning towards the latter: Print is most definitely not dead. Here’s why.
Despite the naysayers, and the desperate state of the world, print is still booming in several sectors within the media industry.
Many originally thought that this medium would die out years ago, but with print enthusiasts continuously advocating for its authenticity, value and luxury, it’s hard to argue that the medium doesn’t bring anything to the table.
However, with the digital revolution in full swing, there are still skeptics that believe print will ultimately come to an end — and soon.
At Newsclip, we have reason to believe otherwise.
Here are three reasons why print is most definitely not dead:
1. The role of print has changed
Adaptability is what makes the world go ‘round, and print has no qualms about evolving with the times. The medium, although very traditional, has managed to change its role within society, making it still largely viable as a media format.
Print has gone from being a highly competitive medium among publishers, with many print publications back in the day fighting head-to-head to try and get consumers to choose their magazine titles over their competitors, to something that is entirely niche. Because there are so many businesses opting to publish digitally, print now actually stands out from the crowd.
“As digital’s dominance increases...print becomes even more unique
— a way to rise above the white noise,” says the creative team at Mediaplanet.
It has all essentially come down to choice: Digital is incredibly expansive, with loads of consumption options for consumers to choose from (such as video, e-reading, etc.). And that’s exactly why print is such a stand-out medium: If your customer has your print title in their hands, they’re holding quality luxury that cannot be found anywhere else.
2. Print leads to instant gratification
Imagine this: You’re heading over to a potential client to showcase your products or services. Although you could leave them with a digital copy or USB containing all the information about your offerings, instead, as a gift
, you leave them with a printed pop-up containing all the wonderful information and bits and bobs about the benefits of them utlising your services (with an added chocolate or sample of your offering inside).
This essentially allows you to leave your client with an instant perception of your brand; that’s the thing about print, it’s instant
gratification (that never disconnects).
Printed materials also do extremely well at events, where agencies can hand out pamphlets and brochures about their offerings to passers-by. Additionally, printed itineraries are incredibly useful for event-goers to have on-hand, as it offers instant access to all the scheduled activities they have planned for the day.
You can even get creative and hand out coupons that consumers can use the next time they go to one of your shops or buildings, where they can put their discounts to good use. Print is a very humanised way of connecting with consumers, so have fun with it!
3. Many advertisers still rely on print
Print has been at the forefront of marketing industry debates, with many advertisers claiming that digital is the be-all and end-all of marketing. But they have all forgotten a very important component of advertising — one that utilises print — and
that is still in full swing: out-of-home (OOH) advertising.
OOH ads are still leaving their mark on billboards, posters, vehicles, you name it! And with 98% of consumers being exposed to some format of OOH advertising each week
, this form of advertising is not going anywhere — and neither are the printed sheets of paper that are found on framed billboards.
Need more convincing? Just check out these stats for OOH advertising:
- 70% of people spend their time outdoors, meaning they are much more likely to see a print ad, such as billboards or transit ads.
- 80% less is spent on billboard ads as opposed to TV ads.
- Almost 26% of people visit a store because of an OOH advert.
It is clear from these stats that OOH and print ads are leaving their mark. Think about it
: The last time you took a drive on the highway, or even turned onto a busy road, how many billboards did you see? When you’re sitting in the passenger seat, there’s always one or two billboards that will stop and make you think.
Perhaps it’s a food ad for your favourite take-away restaurant, reminding you that lunch is near. Or maybe it’s that new face cream that your friend recommended that you forgot the name of, and now have it visually memorised once again. Your next turn off? To the pharmacy!Let’s face it
: Print is here to stay, and as long as print is here, so is print advertising. It is still one of the best ways to get your brand’s name out there, and we don’t see it dying anytime soon.
The declining media industry has pushed many businesses to their breaking point. However, there is light at the end of the tunnel. Find out how Change brings hope amidst the crisis here.