202. Rumours of my death have been greatly exaggerated.
We’ve all heard the prophets of doom, telling us print can’t survive in this digital age. Well, our oldest form of mass communication is still doing its job – and it’s not showing much sign of slowing down.
Print is still used more than any other way of communicating. Why? That’s simple: it works. It’s still the easiest, most efficient, convenient and enjoyable way for people to read and share information.
You’re looking at a website right now, in case you’d forgotten. But the fact remains that the printed page still has a vital place in people’s daily lives.
If it’s in print, it’s more likely to be read. We know that people will read printed messages in much greater depth than email. What’s more, they will keep hold of magazines or brochures and read them over again. Proof positive that print is still a trusted and potent medium.
So no matter what comes along next – online magazines, digital newspapers or e-books – the printed version will always get more attention. It’s natural, even in a digital age.
- 95% of the population read their mailings. When combined with Direct Mail, TV, radio, magazines and outdoor perform between 20% and 120% better.
- Branded magazines drive retention and promote loyalty. 53% of consumers and 44% business customer magazine readers say they are more likely to purchase products when they have been featured in a customer publication.
- Research by Deloitte showed that around three-quarters of consumers still read magazines, even when the same content’s available online. And that’s before catalogues, brochures and direct mail.
||International Institute for Environment and Development 1996, Towards a Sustainable Paper Cycle, World Council for Sustainable Development, London
||Cepifine, 2007, 'Print Sells – Magazine: Print your brand in their hands', 2007
||Andersen, P 2008, Once more unto the breach … dear friends, Print 21, April, pp. 6