Keep On Printing! Print Media Lives On, Despite ‘Technological Upheaval’
Printing and print media are definitely NOT dead! In fact, marketing and publishing executives recognize the value of keeping print in the marketing mix, alongside the latest technology. Earlier this year, Forbes published an article that said, “Media has changed dramatically from the business it was in 2000. And that change is accelerating. It will impact everyone, because we all are consumers, altering what we consume and how we consume it.” Yes, we’re impacted, but, we (consumers) are still “consuming” print media.
There’s just something about the printed page that many of us still love… maybe it’s the steadiness, reliability and control of holding a book or a printed page in our hands. Earlier this month (June 2017), the Content Marketing Institute reported, “While marketers flood new digital channels and explore the latest amplification strategies, a number of companies continue to invest in the ‘traditional’ media of print to reach their customers... approximately one-third of B2B and B2C marketers use print – those who do use print consider it the most important channel after email and LinkedIn (for B2B) and Facebook (for B2C).”
Consumers are sticking with print media – at least on a part-time basis – according to surveys and reports: Less than two years ago, a NY Times report predicted that “publishing [and print media], while not immune to technological upheaval, will weather the tidal wave of digital technology better than other forms of media, like music and television.” In the same article, a chief executive of Penguin Random House said print books accounted for more than 70 percent of the company’s sales in the U.S. He also added, “People talked about the demise of physical books as if it was only a matter of time, but even 50 to 100 years from now, print will be a big chunk of our business.” Those of us in the printing and publishing industries especially love to hear this!
But, we are realistic: “The tug of war between pixels and print almost certainly isn’t over,” the NY Times report concludes, citing another publishing executive as asking, “Will the next generation want to read books on their smartphones, and will we see another burst come?” Only time will tell.
Today, in 2017, we believe a print component should be a part of every business’ media marketing mix, including direct mail, magazines, newsletters, brochures, signage and other print media. Let us show you how to take full advantage of the marketing power of print media! Give us a call at IOP Communications at 732-758-6280. Or reach out to us through email: firstname.lastname@example.org, or through our Facebook page: https://www.facebook.com/IOPcommunications/ .
Thank you for reading our blog! Until next time, let’s keep on printing!