They say print advertising is dead.
Newspapers are disappearing and losing circulation annually. Magazines are depleting, with existing magazine issues losing circulation annually. All the news media seems to shift their focus online. Social media is growing millions of users annually. Even retail advertising starting to focus more online than in the newspaper.
Print advertising is dying, but it’s not dead. I don’t believe it for one second.
On the contrary, print advertising has never been more advanced or more innovative.
For one thing, digital printing has been growing in popularity and technological innovation every year. Digital printing is a printing process that prints anything from a computer with any and all colors, on demand, on a particular paper size. No printing plates needed! Digital printing is mainstream - you may have an inkjet or laser printer at home, but digital printers that businesses use have been growing in numbers and innovation. The printers are larger and can handle more paper with less ink. Printing can be rapid-fire fast or printing at a slower, steady pace that produces colors that are works of art.
I mentioned earlier that digital printing does not use printing plates. Printing plates - each plate being one color of the design - would have to be individually created. All the inks would work together with each printed plate to create one multi-colored image. It’s very common in screen printing, where a squid-like machine has outward “tentacles,” each one being a design specified for one color ink. To produce a poster that used to require screen printing, all the colors can now be printed at the same time in one process.
Thanks to the innovations from digital printing, direct mail advertising has been growing annually, and has been using the popular digital printing processes to reduce costs. Digital printing would also speed up the processes necessary to print, meaning the communications messages are more accurate and are delivered much quicker now than 20 years ago.
What other medium of communications shows up right to your door every single day? Other than interpersonal communication, what other form of communication knows you? Companies can send bulk mail printing to specified households that have specified interests in mind. No two communities that receive bulk mail receive the same exact bulk mail, as each town block can have its own set of mail with the intention of targeted advertising.
Print advertising, in our blogging, social media Web 2.0 age, is in fact more essential than ever. Creating print communications for potential clients gives them a physical, tangible object that stays with them for a longer period of time. Online advertising is usually ignored & clicked away. Print advertising is a tangible piece of paper held & touched by the individual, who can see the message with their very own eyes, and then either hold or dispose of the print advertising. In other words, print advertising provides a longer period of initial exposure and repeated impressions than online advertising.
So when you’re deciding how to express your communications messages from your business to the public, don’t count out print advertising as part of your marketing budget. Its versatility, evolving innovation, and pin-point accurate target marketing can deliver your messages to your desired audience more effectively than advertising online.
Newspapers are disappearing and losing circulation annually. Magazines are depleting, with existing magazine issues losing circulation annually. All the news media seems to shift their focus online. Social media is growing millions of users annually. Even retail advertising starting to focus more online than in the newspaper.
Print advertising is dying, but it’s not dead. I don’t believe it for one second.
On the contrary, print advertising has never been more advanced or more innovative.
For one thing, digital printing has been growing in popularity and technological innovation every year. Digital printing is a printing process that prints anything from a computer with any and all colors, on demand, on a particular paper size. No printing plates needed! Digital printing is mainstream - you may have an inkjet or laser printer at home, but digital printers that businesses use have been growing in numbers and innovation. The printers are larger and can handle more paper with less ink. Printing can be rapid-fire fast or printing at a slower, steady pace that produces colors that are works of art.
I mentioned earlier that digital printing does not use printing plates. Printing plates - each plate being one color of the design - would have to be individually created. All the inks would work together with each printed plate to create one multi-colored image. It’s very common in screen printing, where a squid-like machine has outward “tentacles,” each one being a design specified for one color ink. To produce a poster that used to require screen printing, all the colors can now be printed at the same time in one process.
Thanks to the innovations from digital printing, direct mail advertising has been growing annually, and has been using the popular digital printing processes to reduce costs. Digital printing would also speed up the processes necessary to print, meaning the communications messages are more accurate and are delivered much quicker now than 20 years ago.
What other medium of communications shows up right to your door every single day? Other than interpersonal communication, what other form of communication knows you? Companies can send bulk mail printing to specified households that have specified interests in mind. No two communities that receive bulk mail receive the same exact bulk mail, as each town block can have its own set of mail with the intention of targeted advertising.
Print advertising, in our blogging, social media Web 2.0 age, is in fact more essential than ever. Creating print communications for potential clients gives them a physical, tangible object that stays with them for a longer period of time. Online advertising is usually ignored & clicked away. Print advertising is a tangible piece of paper held & touched by the individual, who can see the message with their very own eyes, and then either hold or dispose of the print advertising. In other words, print advertising provides a longer period of initial exposure and repeated impressions than online advertising.
So when you’re deciding how to express your communications messages from your business to the public, don’t count out print advertising as part of your marketing budget. Its versatility, evolving innovation, and pin-point accurate target marketing can deliver your messages to your desired audience more effectively than advertising online.
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