If you're like me, at some point you've attempted to make the switch to fully digital in some area of your life. For me it was books. Then my planner and my to do list among other things. It seemed so much easier just to have it all on my computer or phone and to not have to carry it around. And so, I transitioned. I switched to reading on my iPad and keeping my calendars and lists on various online platforms.
And then I realized that it just wasn't the same.
I brought back the paper planner, the books on my nightstand, and the notepads with lists. And I found that I was much more effective with these physical elements continuing to be part of my routine. Did I keep some of the digital? Of course! But ultimately I found that going all one way or the other wasn't a realistic proposition.
I think the world's been in that same struggle. Over the past number of years, we've made this move to shift everything online--our entertainment, social lives, education, marketing and more. It's hard not to feel like print media is disappearing completely. We've all seen newspapers and magazines moving to digital publications and some even closing for good. But there's good news as it seems that the pendulum may be about to start coming back the other way.
As the dust settles from the rush of the race to the digital frontier, we are beginning to see that there's still a loyal base who consume print media and a large number of companies who still use/produce print media and have learned how to make it shine. It seems the world is not actually ready to let paper go. There are significant niche audiences that are more faithful than ever to printed magazines, newspapers, and more.
Some encouraging facts...
Consumers feel that print media is more trustworthy than digital media and it elicits a stronger emotional response.
Studies show that print media requires 21% less effort to read and understand.
Print ads have a 70% or higher brand recall rate.
The truth is, we'll likely never return entirely to our 100% paper roots, but there's a beautiful balance that can be struck when we embrace both print and digital media. A marketing approach that embraces both may just help you hit that sweet spot. Due to cost effectiveness and accessibility, many companies are turning solely to digital advertising, and the digital market is now completely saturated--which means that print material stands out more than ever.
Is it time for you to explore what types of print media could help your company stand out? Ads in magazines that reach your target audience can be a great way to do this. You can also create high quality print pieces like postcards, rack cards, etc. that will help you stand out in your market.
If I can help you explore ideas or help bring a vision to life, please reach out to me. I would love to help!
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