Is Print Dying?

I was thrilled reading Gloria's response! What great ways to use print in original ways!

Bob - I design and build web sites too - and yes, that is one of the draws of the web but, there are other attractions as well.

My philosophy is this: the web is only ONE tool in a business branding and marketing plan - there are many other tools, print being one of them. However, I try to persuade some of my clients to go the web route instead of the print route when it comes to newspapers.

In Portland, one newspaper in particular, Just Out has a pretty great and effective web site and blog. I have had several clients who found that their banner ad on the blog/site proved to be money well spent - the print ad did nothing.

Of course there are things that can come into play - Was the ad's call to action good enough? Maybe full color would have been better? Maybe the target market should be directed to your web site through online marketing instead? Etc, etc. My experience with the print newspaper ads is that unless you have a boat-load of money and buy a large ad, and have advertised for a few years - yes it is effective… eventually. It also depends on the type of business - many businesses throw money at print ads in papers, without really doing the research to see what is most effective for their market and business. Some businesses are successful in Just Out's print paper -others are not. Some businesses just don't resinate well in print ads. I say, instead of the "luck of the draw", do your research and see for yourself which medium is best for your market.

With this example, for me anyway, the web banner ad performs the best and is the wiser investment.

With this, the question then turns to - how do these print papers compete with the web? Here in Portland, (I had a conversation with Jeff Fisher about this) - the Oregonian is getting thinner and thinner each week it seems. Their online site is kinda crummy. Just Out does a good job of balancing the two out. My fascination that I mentioned about print, is just how are the newspapers and magazines going to change? What will the field look like 5-10 years from now?

Visited my local (favorite) print shop this morning. Great to meet face-to-face to discuss options for a couple of print jobs (2C biz card & 4C brochure) for upcoming meeting. Handling paper stock stock and determining best solution. Luv it, luv it! Print is NOT dead. Newspapers, Yellow Pages and some others maybe on the verge of extinction; but I think we, as an industry, have a responsibility to put forth ideas that best suite the client's objectives.

I highly doubt direct mail will go away, despite all those pure play internet and environment folks predicting it's demise.

Direct mail is adapting, but will be around for a long time to come.

Regards, Jim Gilbert http://gilbertdirectmarketing.wordpress.com/

Bob,

It's sad that print is not as popular as it was in the past. I think that a similar thing is happening to traditional brick and mortar stores vs. online shopping. Ever since the introduction of the internet, shoppers have had an alternative to buying goods at a physical store. I don't think that online stores will ever completely kill brick and mortar stores though. Just like print, there will always be at least some demand for them. Good post.

I'm still doing lots of direct mail and catalog work. OK so there is a bit less these days while people do more online stuff, but here in the direct mail industry, response rates are even growing somewhat on targeted mailers.

I have a client that does mail for financial service companies that have gotten in excess of 5% response.

Regards, Jim Gilbert http://gilbertdirectmarketing.wordpress.com/

Bob,

Here is a project we are working on that bucks the notion of print being dead, AND the notion that we're still in a recession: We have just been asked by a luxury home builder to design a 30 page brochure that is a whopping 24x30! I've never seen a piece so big, and an argument can sure be made for it being overkill. But, it's what they want to have to market their $15 million homes. I guess size DOES matter :) We'll spec a recycled stock, of course!

Nocturnal Graphic Design Studio

All has been said already but I still want to add my two cents. Nothing will ever replace snuggling up to a good book with real pages or a magazine that I can read at the kitchen table with my cup of tea.

I don't enjoy all the ads that come in the mail or printed brochures. After I read them, then what? They are not timeless like a book and they just get tossed.

So I think the difference is. Print it if it has a timeless quality.Do it digital if it is going to expire in a few days.