It is true that social media and other forms of online content are a big portion of how we receive information. Everyone has access to various social media platforms on their computers and mobile devices. This is why it was easy to speculate that print is dead as we now tend to find our information, entertainment and advertising on our glaring screens.

Amidst the popularity of social media, we still receive brochures, catalogs, newspapers, magazines and other forms of printed media. Companies such as National Geographic, Vice and Vogue are among those who understand the importance of having a presence online and offline. In print, companies are able to maximize their information transferring opportunity without the distraction of other advertisements. Print is able to cut through the clutter of the internet.

Why bother?

  • Print media allows you to provide static information to your target audience. Unlike TV or radio where information is condensed to a few seconds or minutes, print allows you to position your brand for a longer amount of time.
  • Aside from visual presentation, print is able to present more elements to their audience. They are able to make use of size, shapes, texture and colour to create not just a presentation but an experience for their customers.
  • Print can speak to a targeted audience. Print media can be delivered to the specific geographical locations where they are relevant. This is especially important for local organizations and advertisers. In the case of local newspapers and magazines, information is delivered directly and exclusively to a specific audience.
  • Print media is less intrusive compared to TV, radio or online pop up ads. The reader is able to exercise control as to when they will view the information.
  • Advertisers use the loyal readership of print publications to reinforce their message. Local newspapers and magazine have a strong and loyal following and is a good place to position products and messages.
  • Corporates use the print medium to reinforce their brand and give their customers something to touch and feel, most people will open a self address piece of mail. Almost everyone will open a package delivered by Fedex or DHL, its the printed message inside that can help generate a new opportunity.

Bridging the gap

It is important to remember that print and online media are not opposing platforms. They have overlapping audiences but not entirely similar. You may want the same message to come across but deliver them in different ways. Online media uses the advantage of a wide reach since it is accessible by anyone in the world with an internet connection. Print media allows readers to take information on their own pace and time. Companies using both online and print media know that they create more impact utilising both resources.

A good example of bridging the gap between print and online media is with the use of QR codes. These are codes printed on a magazine, brochures or a leaflet that when scanned directs you to a website or a specific landing page. Companies use print to spread more information, hold contests or promote their brands.

So, is print dead?

Print is thriving and will continue to survive. Just like any other media, print is changing with its technology. What print is now is different from what it was before. Just like everything else, as long as it is evolving, print is alive and well. New technologies and competition have brought the print media costs way down and you will still find that a well designed, high quality printed piece is far from dead.

Have a print job coming up?

PDW are a high volume printer that specialise in delivering great value driven print products. Contact us about your next print job, we’ll help you achieve outstanding print quality and save you some money too.

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