printed media still matters

Mark Twain and printed media have something in common—reports of their deaths were greatly exaggerated. New data reveals that sales of e-books continue to fall, while there has been a corresponding rise in the sales of paperbound books. Vinyl is also seeing a resurgence, with more money spent on physical music than on downloaded albums in the UK. Even once-thought-obsolete items like pictures and catalogues are experiencing an upswing.

Consumers’ ongoing and undiminished desire for physical objects is the catalyst for this return to printed media. And it’s not hard to understand why. Humans crave the tactile satisfaction that physical objects afford for several reasons. The physical carries a stronger sense of significance, credibility, and memorability. A survey found that 88% of respondents retain, understand, and use information better when acquired from a physical source. This is also evidenced in the growth of the DIY movement; the desire for personalized, hand-made products is celebrated on flourishing sites like Pinterest and Etsy. This trend is underscored by the resurgence of polaroid-style cameras, photos, and printing. And, people are seeking opportunities to detox from devices: 62% of mobile/smartphone users, 59% of computer users and 50% of e-reader users are worried that these devices may be contributing to eyestrain, headaches, and insomnia.

Though it seemed a foregone conclusion that the promise of digital would create a starkly paperless society, there is something clearly inimitable about the physical printed media. And while the current hot topic for business may be focused on digital transformation, the resurgence of books and vinyl offer important lessons for leaders that physical media is still relevant and required.

Savvy businesses can deploy a smart print strategy to increase productivity, improve workflow, and sell more product.

Drive engagement and enhance productivity. The case is clear that people want printed media: they believe print is easier to read, more secure, better for storage and archiving, and less likely to be lost. So, businesses need consider how to effectively integrate it. Smarter, more secure and easier to use than ever, today’s printers boost productivity. Speedy printing propels tangible impact faster and employees no longer need to make the choice between colour or price since print technology delivers clear, bright colours at cost-efficient rates. And, employees can use their mobile devices for secure, on-the-go printing from anywhere.

Gain insights to elevate workflow. Businesses can drive efficiencies by not only building an environment where employees can easily take advantage of print, but where IT can gather usage trends to optimize workflows and maintenance. IoT-embedded printers can be managed remotely and allow for proactive and automated tasks such as supply replenishment, maintenance alerts, meter readings, and energy-saving actions. Pull printing frees up a user’s computer for other tasks and reduces network traffic. And cloud-based solutions deliver maximum uptime. Plus, advanced security features enable printers to detect, protect, and even self-heal from attacks.

Grab eyes, hearts, and revenue. Print ads have higher awareness and recall and viewers spend more time with print than digital ads. When naming a brand, study participants who had seen the paper marketing had 75% recall compared with 44% who had seen a digital ad. Further, when used as part of an integrated campaign, print gives TV and digital ads a recall boost. Perhaps even more compelling, research points to physical ads causing more activity in brain areas associated with value and desire.

Attractive packaging is also important on notoriously competitive grocery store shelves. Food and drink manufacturers understand that shoppers make their buying decisions in a matter of seconds and can be lured by custom packaging that not only attracts eyeballs but also visually communicates the brand’s promise. Aesthetic features such as color, typography, brightness, and other graphics are critical in these situations.

While we’re obsessed with our social feeds, our do-everything apps and our on-demand services, the physical object seems to some to be an anachronism. But that couldn’t be farther from the truth. The data proves that we’re not heading towards an all-digital world. Rather, we’re heading towards an equilibrium, where digitized and physical printed media products will have equally relevant and complementary seats at the table. When we take the time to craft something in the physical world, its value to us increases exponentially—both in the business and personal realms. Digital is important and will remain so; printed media will continue to reign alongside it.

Get in touch if we can help you get the most from your printed media.

Article source copyright Christopher Ruef –  http://www.printingnews.com/contact/12353413/christoph-ruef

Julie Banks

I’m the business strategy person. I’ve worked in print for
almost 20 years so I know it inside out. For me, people
are the best thing about Zest, both my team and our
customers. I get a real buzz from helping customers to do
what they do even better.

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