Is Print Dead? Not Yet

The downfall of paper has been predicted for a century, but the end is nowhere in sight. Is print dead? No. Is it dying?  Kind of. Does it still have life? Yes. This subject has been buzzing around the marketing world since the rush of the Internet and social media. Daily newspapers, which can't compete with specialist publications or the immediate nature of the Internet, are dying a slow death. But is all hope lost for print?

In December, the new owners of Newsweek revealed that the distinguished weekly magazine will return to print after more than a year out of printed circulation. Publishers said the magazine would mainly be supported by subscriber fees, rather than advertising. Clearly they believe that so-called long-form journalism has a place in print.

Counterbalancing that news, New York magazine will decrease its frequency to twice per month. Quoting that because of falling ad revenues, it will no longer run weekly. The print media conundrum remains just that. A conundrum. Some publications continue to survive, while a few thrive.

There’s no magical formula to success. But something has to be keeping print alive. Let’s take a closer look at print media and some advantages it has over its digital counterparts.

Target marketing - A recent MORI study found that newspapers are the best medium for consumers to find coupons, search for ads, compare prices, plan shopping trips, and make purchase decisions.

Ads - A print magazine, with nice pictures and inventive ideas, can still inspire people to do and buy things in ways that the web can't. While many businesses have completely moved their advertising efforts to the web because of its cost effectiveness, exposure potential and convenience, print still maintains its stance as a powerful and necessary component of an ad campaign.

Engagement - Consumers are more engaged when reading printed material, unlike websites, which are often skimmed in as little as a 15 second visit. A study shows that people read digital screen text 20% – 30% slower than printed paper. (Alshaali & Varshney, 2005)

Variety - When you think “print,” what comes to mind? Magazines, books, and newspapers, probably. But print is everywhere. Look around your house: wallpaper, drink bottles, cosmetics, haircare products—all printed.

In reality, print is not dead, it just has competition. Print no longer holds the monopoly on being the first source for information, or the fastest, or the only way to get a message out. However, print does still have a point. It’s a purpose that is different to the one it held originally, but that doesn’t make it any less valid. What do you think? Do you still buy any print media?

As always, remember us here at Marketink. Get Faster and More Reliable Printing, Banners and Large Graphics. Call us if you need us: 877.990.1616