Printed materials are an integral part of our everyday lives – from notebooks to greeting cards, newspapers to magazines and even money. Print media is making a comeback despite the significant increase in digital media, but why is that? Let’s look at some interesting facts.
- Consumer preferences
Even with the growing popularity of digital media channels, there are still consumers who remain loyal to print media. To look at consumer preferences in additional detail, let’s have a look at a popular household staple – newspapers.
It is true a study by Ofcom revealed that almost all consumers (79%) in the UK get their news from TV, whereas only 32% get their news from print newspapers. However, if we look particularly at the comparison between digital and print newspapers, most people over 35 still prefer to read print newspapers.
In fact, the popularity of digital newspapers declines proportionately with age, with only 11% of individuals over 65 reading digital newspapers. Thus, it is obvious that many consumers still prefer physical printed materials over digital materials.
- Technology advances
The increase in technological progress may on the surface seem to be the fall of print. However, technological advances aren’t limited to the internet – there have been significant innovations in the quality and automation of printing presses.
Print items can be designed and edited in computer software, sent wirelessly to be printed, and then copied using a digital duplicator. There are also machines that can fold, bind, cut and finish your prints before distribution. Simply put, print marketing and print products are now easier to design and produce than ever before.
- Higher return on investment
Despite the increasing popularity of digital advertising in our technological age, printed materials still offer marketers unique and thrilling opportunities. Print adverts have a higher ROI than their digital counterparts, which means they’re a more cost effective option for businesses.
That The highest ROI across all print and digital materials is catalogs and flyers at 62%. Personalized direct mail also offers a high ROI of 29%, which is higher than e-mail, social media, and online advertising.
- Frustrated with digital advertising
We’ve all been there – you try to read something online and it looks like an infinite number of adverts just keep popping up! Ads on web pages, videos and social media can be very frustrating, distracting you from the task at hand.
However, print lets you cut through the noise and deliver a message that can be consumed every time the reader is free. In this sense, print media is taken into account less intrusive and distracting than digital advertising.
- Better understanding of brand messages
And finally, many consumers believe that reading something in print makes them more aware of its content. This gives you the opportunity to build relationships with consumers, as they will have the ability to better understand your brand, its values and the message you convey.
Overall, it is obvious that, even in the digital age, print media is still relevant. Not only that, it is arguably the most efficient way to reach an audience in a significant way – and This that’s why print media is making a comeback.
