Lately there has been a lot of discussion about the state of the Print industry. Does digital mean Print is dead? With over 30 years in the printing industry, I’ve encountered both positive and negative attitudes regarding the value of Print. This discussion, and specifically how it fits within the marketing mix, is intriguing.
The Printing Industries of America produced a flip-book entitled “The Value of Print” discussing various social, environmental and economic print topics. It’s definitely a great read and provides intelligent and factual responses to some common misperceptions of print. It helps us to fully understand the position and environmental impact of print in today’s world and how synergies with digital media are helping to reduce our carbon footprint, while increasing the effectiveness of marketing collateral.
Mending misconceptions about print can be difficult, but one thing is certain: Print is certainly NOT dead. It continues to provide an effective and innovative medium for communicating information. Ultimately, I believe that businesses are embracing the convergence of print and digital. This convergence creates a much richer experience for consumers, and ultimately allows Marketers to tell a much more targeted message than ever before.
It’s definitely an exciting time to be in Print.
What do you think about the role of print in the future?