Since the invention of the printing press in 1440, the worlds primary form of communication has been the printed message. Even though television and radio have given print a run for its money, the digital revolution may very well be the nail in the coffin. But despite the turn in technology, consumers still refuse to let go of print as quickly as they have other inferior technologies. Below 5 reasons why we refuse to let go!
Price and Content
The E-book.. great concept, but despite the falling prices for e-book readers digital concept is still a bit pricey. Then you have Apple throwing a wrench in the magazine revenue. By demanding 30% of revenues, Apple is making it almost impossible for publishers to offer digital subscriptions that are competitive to their print counterparts. Many publishers are still struggling with a way to turn a profit in the digital world because of apps such as Flipboard for the iPad.
I need not remind you how people just hate change. That has been an issue since the dawn of time. Of course somethings have been easier to adjust to if we can see the clear benefits, increased quality, durability and convenience. Despite the clear benefit such as the environmental ones, going from print to digital people still refuse to let go of print. Print definitely has had a much longer life than most other media. Nostalgia maybe the reason why we don’t let go, but whatever the reason, the public has made it clear – they are not done with print.
Everywhere At Once
While digital signage and billboards have started to dot our urban landscapes, a printed postcard is the cheapest and most ubiquitous piece of collateral in a marketer’s arsenal. What other type of message can be distributed physically over an entire city, in thousands of instances for a penny or two per impression?
A Decent Return
Despite impressive returns from SEO campaigns, a direct mail piece can produce a very healthy return on investment. Marketers would be foolish to eliminate all print expenses from their budget. Even internet giants like Google and Yahoo integrate print advertising into their marketing mix. Variable digital printing and custom shaped pieces continue to produce healthy returns.
Messages seem to have a lot more worth when they are in print. On the web messages can be published, edited, erased and syndicated all in the span of a few minutes. In conjunction with the modern day web’s ease of publishing, people are becoming increasingly skeptical of what they read online. Print has anything but a flawless reputation for printing the truth, but people still seem to put more faith in messages they see in print than online. Second, there’s still the very widespread perception that a print publication indicates something real and tangible—a real organization or journal, with a real address and employees and an investment.
For these reasons alone, very few have eliminated their print options. While the economics of print vs. web definitely may become inevitable, I don’t think we’re there yet. You still invest in print and a combination of print and Web offers us the best opportunities.
NJC Printing provides quality digital and offset printing to businesses in St. Louis, Missouri and throughout the Midwest. Please visit our website at www.NJCPrint.com to learn more about us or to Request An Estimate.