Since the rapid rise of the internet and social media, the slogan “print is dead” has been going around the marketing world for nearly 9 years. Despite the fact that many businesses have moved to the digital age, there are still a lot of items that need to be printed. It’s a huge exaggeration to say that all print is dead.
The print communications sector is changing, and it is changing quickly in some areas. Transactional printing, for example, has decreased as a result of eBill and eStatements, but there are still some legal documents that must be printed in hardcopy. Let’s take a closer look at print advertising and some of its benefits over digital advertising.
One of the most important factors is tangibility. The majority of individuals prefer to be able to physically hold or touch something. Printing is a $120.2 billion industry, according to KeyPoint Intelligence. While internet ads can vanish into cyberspace in a matter of seconds, periodicals and newspapers have a far longer shelf life. The physical feel and readability of a hardcopy book or magazine are preferred by readers. The sensation of paper in our hands, as well as the sound of a page turning, is comfort food for readers. In addition, over the last few years, the educational textbook business has seen a new revival in printed books, workbooks, worksheets, and course packs.
Print advertisements are great for establishing your brand’s identity. To develop brand recognition, your commercials should have a consistent look in terms of design. Print ads are not only an important component of your brand’s identity, but they also include targeted marketing. Advertisements in periodicals can efficiently reach a particular population that is more difficult to reach online.
Another significant benefit is that print advertisements are more engaging. The wide format printing sector, for example, is a $3.1 billion market that delivers new pigment improvements, greater speeds, and bigger and thicker substrates. The classic printed sign was supposed to be supplanted by electronic digital signage, although this has yet to materialize. People read computer screen text 20 percent to 30 percent slower than printed paper, according to research. Give yourself more time to read that digital billboard if you’re trying to read it while driving.
Print has actually increased the amount of pages and impressions printed as a result of the expansion of digital communications. Because of shorter run lengths, more customized printing, and expanded usage of variable data printing, ‘Print on Demand’ is stronger than ever.
It’s no secret that the printing industry has suffered a setback as a result of the internet and social media, but that doesn’t mean it won’t bounce back. Every day, new print job applications appear, not to mention the constant sale of digital printers and printing machines.
Printing is far from dying; in fact, it is thriving.