Print: Stayin' Alive

The tremendous media coverage of "new" marketing methods such as web, email, mobile and social media might make you think they are eclipsing traditional print collateral. However, statistics show that professionals are not forsaking print for digital; indeed, print magazines are one of the top forms of media they use. And social media ranks last.

Print is not dead – it has too much going for it.

It's been proven to work. Newspapers, magazines, and printers have long histories of being profitable (social media is still trying on that one). Why? Because they're effective vehicles for advertising.
wine label
Ironically, the digital revolution has made people more aware of design, art, and beauty. We're all marketers now; we're all crafting something, whether it's a blog or posting a photo on Pinterest. We've found an audience where before there was none – or none we could reach easily and cheaply. With that awareness has come a raised consciousness of the beauty of not just art, but products and packaging: the label on a wine bottle, the packaging of coffee, the sleek hand-held digital device. Branding has never been hotter.

Print is deeply ingrained in our culture. So much so, that it's become wallpaper, a background. Signs, magazines, books, newspapers and packaging still surround us as we duck our heads to check our digital devices. Staples still sells paper. People still carry shopping bags. Dunkin' Donuts still mails coupons (lucky me!).

Print is tangible, beautiful and memorable. Well-designed brochures, ads, business cards, signs and packaging stay around longer than do fleeting digital images. And being memorable is the key to good marketing.

Focusing on one source of media is unwise; it's like ignoring whole segments of your market. Your strategy should include marketing in all media, with print still a part of your arsenal.


Photo: The Dieline