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Is Print Dead?

With the proliferation of the Web in all of its glorious forms, there has been a rumor going around that print is dead. We’re here to dispel that rumor. Well, if not dispel it, then at least curb that line of thinking.

The Web is, by far, one of the greatest advancements of the 20th century. No one can deny that. It has completely reconstructed the way humans communicate. But, there are some drawbacks to Web communication that only print can overcome. (And vice-versa, but that’s another article.)

Recall, Readability, and Eyesight
Print is substantially more useful as it relates to these key factors:

  • According to Psychology & Marketing (Aug. 05), brand recall is substantially lower for viewers on-screen versus viewing in print.
  • A MarketingProfs.com survey indicated that on-screen information is 20-30% more difficult to read than its printed counterpart.
  • 60-90% of computer users experience some form of eyestrain according to eDiets.com.

From a marketing standpoint, information content recall is about the same between Web and print, but those persons that go to the Web want instant information about a specific topic in which they are interested. Gerry McGovern (gerrymcgovern.com) said it best: “The Web is not a place to win hearts and minds.” Brand messaging is best left to print media.

For instance, if you draw someone to your Web site, they will take a look at it and, if you are lucky, they will read the content. If you are really lucky, they will bookmark it. However, from that point on, without provocation, they will have to take action on their own to have your brand reinforced to them. With a print piece, whether it is a brochure, annual report, or a simple business card, the person has to take no action to have your brand reinforced to them. In fact, they have to take action to not have your brand reinforced (read: throw it in the trash can). The only way to eliminate that obstacle would be to continually reinforce your brand through targeted email messaging, which can be beneficial and effective in the proper circumstances.

The Verdict
The verdict in this case is really just a hung jury. In some cases, print is the best possible option for getting your message out. Sometimes, it is the Web. The best thing for you to do is to speak with a qualified marketing professional that is unbiased when it comes to media. If you go to a company that bills themselves as an “interactive agency” you can bet that the answers you will get will be biased toward interactive work. Pay attention to a company’s offerings and portfolio.­ That will give you an indication of their passions, whether they are Web, print, or just giving their clients the right solution for their challenges.