Printed materials are integral to our daily lives – from notebooks to greeting cards, newspapers to magazines, and even money. Print is making a comeback despite the dramatic rise of digital media, but why is that? Let us take a look at some printing facts.
Even with the proliferation of digital media channels, there are still consumers who are loyal to print. To look at consumer preferences in more detail, let’s take a look at a popular household staple – newspapers.
Yes a study by Ofcom revealed that most consumers (79%) in the UK get their news from TV, while only 32% get their news from print. However, if we look specifically at the comparison between print and digital newspapers, Most people over the age of 35 still like to read printed newspapers.
In fact, digital newspaper popularity declines proportionally as age increases, with only 11% of people over 65 reading any digital newspaper. Therefore, it is clear that many consumers still prefer physical, printed documents over their digital ones.
- Technological advances
The rise of technological advancements may seem superficially like the demise of printing. However, technological advancements are not limited to the Internet – there have been significant innovations in printer quality and automation.
Printed items can be designed and edited on computer software, sent wirelessly for printing, and then copied using digital mirror. There are also machines that can fold, bind, cut and finish your prints before distribution. Simply put, print marketing and printed products are now easier to design and produce than ever before.
- Higher return on investment
Although digital advertising is increasingly popular in our technology age, print materials still present unique and exciting opportunities for marketers. Print advertising has a higher ROI than digital ads, which means it’s a more cost-effective option for businesses.
The Highest ROI across all print and digital materials are catalogs and flyers with 62%. Personalized direct mail also delivers a high ROI at 29%, higher than email, social media, and online advertising.
- Disappointed with digital advertising
We’ve all been there – you’re trying to read something online and what seems like loads of ads keep popping up! Ads on websites, videos, and social media can become extremely annoying, keeping you from performing the task at hand.
However, print can allow you to cut out the noise and deliver a message that can be used whenever the reader is free. In this sense, print is considered less intrusive and offensive than digital advertising.
- Better understanding of brand message
And finally, a lot of consumers believe that reading something in print allows them to better understand the content. This gives you the opportunity to build relationships with consumers, as they will be able to gain a deeper understanding of your brand, its values, and the message you are putting on it.
Overall, it’s clear that, even in the digital age, print is still relevant. Not only this, but arguably the most effective way to reach audiences in a meaningful way – and this is why print is returning.
