I continue to read posts and articles proclaiming print is dead, and long live digital. I haven’t found it yet, but I’m certain there’s a print copy of one of these essays. Print isn’t dead. Print collateral materials may be more important to marketing, advertising, and branding than ever before in our brave new digital world. Let me explain why.
Print Collateral Materials are Alive and Well
In a study conducted by Two Sides, Reading from Paper or Screens what do Customers Prefer? They found that US consumers prefer printed materials in many ways.
- 88% believed they took in and retained information better through print.
- 81% overall preferred print to screen.
- 73% relaxed while reading print while 81% worried about the health effects of digital—eye strain, headaches, and insomnia.
- The majority of people surveyed said they often print digital information for easier reading.
- Most of the Millennials when asked preferred print.
- People found advertising more meaningful in print than digital.
Need More Proof to Convince You?
- Print reaches senses digital doesn’t touch. There’s something about a piece of paper in your hands that is memorable.
- Printed collateral acts as a reminder and can be easily saved to review without opening up a device.
- Print adds credibility. Digital is important, but print adds prestige. For example, the digital version of my book The New Manager’s Workbook: A Crash Course in Effective Management makes more of an initial impact than digital. Even though in many ways the digital is preferable, like links that connect with a click. However, people respond with respect toward the printed version, and my sales are 10 to 1 in favor of print.
Print’s Death Announcement is Premature
To think print is dead or dying isn’t looking at the facts. The truth is now more than ever print is needed to compliment the digital world we live in. Just like I wouldn’t ever consider not offering a digital version of any of my books, I also wouldn’t think of not making them also available in print. And you should do the same. Whether it’s a book, marketing campaign, or internal procedures, you need both print and digital. Digital hasn’t killed print—just the opposite. Long live print.
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