Is Print Dying?

Hi Bob,

As a virtual tour provider, I am "banking" on the idea that print is becoming a past time. I use the idea/cost of print to help promote my services.

While I completely agree that print has it's purpose, and will never die, I think that there are more creative ways to advertise that don't take up so much space. When I think of your question - "how many phone books do you get?" - I instantly think of the space those books are consuming.

When I make a "sale", I remind clients that when they use a high quality 360 tour to "flaunt" their business, it's a one time cost. They do not have re-print costs. That brings up the other benefit - online tours are "green" - no landfills are being filled.

Print is not dying, it's just not dominating.

Bob, Dying? Not sure. I believe it boils down to what service ithe printed piece offers. I have found that from a business perspective what feels most expeditious is to have select needed materials available online. For example, press kits. In many cases they are being replaced by pdfs that can be transmitted electronically. Yesterday's business card in some ways is today's website. I recently received two TV station proposals for air time packages for a client. Each station sent them to me through Cyberspace as power point presentations. When we meet face to face with the client in the conference room, I know that those proposals (templates that were customized) will be available as hard copy.... printed from the office printer. And, depending upon the client, the impact will vary. Clients who are themselves high-tech prefer to get their information electronically. However, a few of my clients still prefer phone calls to email. Personally, I am fond of quickly throwing away mailers/postcards that come by the dozens these days. I'll take a cursory glance just to be sure of the message, then in the trash they go... it keeps the paper pileups to a minimum. I need only one phone book w/business directory, and yet, I am not happy when my bank suggests I "go green" by eliminating the "old-fashioned" monthly paper statement.
Go figure...

Bob - No! It isn't dying, but there is a shift occurring, that is evident.

This subject is a fascination of mine, and I am turning it into a project right now. My fascination lies in what is going to stay and what is going to go, but more on the "big picture" sense.

Elle Girl and Teen People are good examples, they dropped their print versions, to focus on their web editions. This, along with many others following suit, shows just how media has changed.

As with branding, magazines and newspapers are realizing that print is a one-way conversation. Teens and all internet users are becoming more and more part of the equation and the conversation.

Teens especially so - they have the ability, and was proven on a season of Project Runway, to revitalize a brand in a way that hasn't been possible in the past.

I had heard that the Wall Street Journal was going all digital, but I can't seem to find any mention of it.

For businesses, I still think that there is a hunger for tangible advertising, or at least tangible brand strengtheners such as Thank you cards or birthday cards, for example. This is an issue I have been wrangling with lately myself - because I am a major tech-web junkie, even I know that e-newsletters and such can be easily discarded or shoved aside.

A tangible piece has much better chance in this "Information Overload" society we live in now.

Now that I think about it - I don't think "hunger for tangible advertising" is what I meant.

The human, old-school, non-digital branding is probably going to become a stronger piece, as opposed to the web - where everyone is flooded with information overload.

I tend to agree with Christian here. The Internet "fire hose" of information is overwhelming, paralyzing almost. (Actually, that's the premise of our new business, marketingyoursmallbiz.com).

A well-thought out, strategically placed print piece will get people's attention: a postcard, a personal letter, a thank-you note.

There is still something special in getting a "non-spammish" piece in the U.S. mail. I think there will always be a place for print.

I can see the other side, too. The whole web 2.0 thing comes into play here, with more of our customers wanting to have conversations with us, rather than just one-way communication.

Christian, I'd be interested in the results of your "big picture" research.

Yes I am a printer and I would say no print is not dyeing, however the industry is changing.

For years we have heard the the internet was going to replace printing or PDF’s are going to replace printing. Yes the internet and PDF’s have affected printing and that is OK even though I make a living from Printing. I do have a concern for the environment and needless printing on paper is not really good for anyone we all know that.

However with all of that printing is still strong and a needed resource. There are needs for publications, and marketing materials. Posters, stationary packages and packaging materials. We are known for art catalogs for local galleries, art prints and posters as well as packaging materials for CD’s and are still printing many brochures for local companies. So no Print is not dead it is essential and it will work well for you when needed to coincide with your web and electronic marketing.

Mike

It's all about balance, baby! Let's face it, there have been huge sweeping changes in the design & print industries. As Mike mentions (above) there are still numerous marketing materials that still hold value like posters, catalogs & calendars.

Why not use a postcard mailing to launch a new website?

A mini-catalog for seasonal merchandise? A condensed annual report?

Personally, I find I'm less inclined to spend more time in front of a computer screen reading. I like turning the pages of a slick 4-color holiday catalog!

A well-designed piece that incorporates razor sharp copy, top notch images and overall design is a winning and noticeable piece anyday.

Joann - Great points! I'm writing an article on the Kindle, that pretty much sums that "feeling" up, like, try reading a 1,000 page book on a screen. Not pleasant.

I have received a Holiday/Christmas Card company's mailers this past month - they include at least 2 BEAUTIFUL cards (that you can't use, because the type inside is, "your name embossed here") as examples of the quality. They have a very impressive Wow! factor.

That's just one example of many in which print is really vital - I mean, really, who wants an e-mailed Holiday/Christmas card?

The following video hit my desk this evening and immediately thought of this Biznik article and comments. Take a look...

http://creativity-online.com/work/view?seed=f550d066

Joann - that commercial is wonderful! People interacting with each other, talking, snuggling, playing ball - like the web but with actual bodies being present.

Great Add Joann

Now a printer from You tube

http://www.youtube.com/watch?v=VpAuDrs5ocg

Bob: I think direct mail still has some validity, especially if it's permission based. That's the key. People only have time to look at and respond to communication that they're either interested in or know who it comes from.

I love getting a card or postcard instead of an email. I try to send a card to everyone who's business card I get. More and more business cards do not have addresses on them though.

I too cancelled all our yellow page ads. I do not use the phone book any more either so why should I expect to be found there.

No, print will not die completely. The shift is definately on, however.

I can confidently say that phone books - the yellow pages is officially dying a quick death.

How many people use the physical phone book any more? How many use online sources such as CitySearch.com and Dex online?

I have not picked up a physical phone book in years to find a business - I do it all online. Unless the power or internet is down for some reason.

Bob, you asked me to comment. Thank you.

As a printer and marketing person, I see the benefits of both online and print promotion. Printing has become smarter now. It has become a better tool. Now, you can change the message to every person on a list, targeting the message, or testing your message. I have vendors that can add a Google api to their digital output so that a map with a direction from the addressee to the store can be printed on every piece. Postcards are popular due to cost. Ours are better priced due to efficient DI presses, delivering higher quality and being more environmentally clean. The tools are better.

Sadly, the day of the big catalog and annual report is closing, however. Storing images online is cheaper. One spot for millions to view. I agree that it's still faster and more enjoyable to browse a well designed catalog, flipping trough the pages. I also, prefer the printed annual report. Takes too long to download their PDF's.

The advantages to print is that it can be referenced again and again, has a history of believability, can be shared by more than one person at a time, provides validity that a company is more than just hot air, and has sustainability in that it hangs around for many of the above reasons. Eg. Magazines hang around for ever in my house due to articles my wife and I want to reread. Postcards sent through the mail are read by more people than just you, like many of the mail handlers. Print reaches out where online doesn't exist.

The fact is that the paper companies are producing more than ever, much from post-consumer waste. The fact that there is still 30% of Americans that do not have online access. No, I don't think print is going away. The paperless society I'll never see, nor do I think will my son. I just think print will be utilized in a smarter fashion.

Great points, David.

I, too, love to thumb through print catalogs. Hey, anyone remember the old Sears Christmas catalogs? Marking all your "favorite toy" pages, leaving hints for your parents? Maybe that was just us rural kids.

But as a copywriter, I tend to look at the training programs out there for up-and-coming writers. They show a trend. Many programs are only teaching catalog writing for the web. I think that catalogs and annual reports will all eventually be web-based.

Paperless society? Hope it never comes!

The death of print was originally proclaimed as personal computers hit the desks of businesses and individuals around the world many years ago. We were to live in a paperless society. In the 18 years since I got my first Mac I've done little but design printed materials for an ever growing clientele.

The Internet was to have ended the need for print as well. Instead, it seems to have just altered some aspects of print. Phone books do seem worthless. I'm sad to see newspapers, and some magazines, dying as people get their news from other media sources. However, books and other forms of print will remain because many consumers still want that tactile experience, the smell of ink and more.

I never wanted to be a web designer/developer and have done a fairly good job of remaining true to print over the past 30+ years. I do consult on the actual design/appearance of websites - but have absolutely no desire to be involved in the technical aspects. Most of my clients still require print as a large part of their business identity, branding and marketing.

Jeff Fisher | Jeff Fisher LogoMotives | Vote for me! • StartupNation Home-Based 100

I heard recently (I'm trying to remember where - I think at a Glazer-Kennedy entrepreneur's marketing meeting) that there is a ratio of online vs snail mail contacts that was tested to be the most effective. It was something like 3 -4 internet contacts to every 1 direct mail contact with a customer.

Apparently, as more and more businesses have jumped on the itnernet bandwagon, in which you can advertise for virtually free once you have a list of opt-in names and emails built, the value of postcards and snail mails have actually risen.

I don't think that business cards and brochures will ever go out of style, for the same reasons that some of us simply prefer to buy CD's to mp3 downloads. (We wanna have something to look at, we like something physical. Especially us clutter hounds!)

I agree though, about the phone books. So 1990... Many companies should still be listed just in case someone needs to find you without their internet, but at the bare minimum cost. But save the big ad fee and put your advertising on your website, not in the phone book!

I still have a significant print budget for 2009.

We will, however, have a larger electronic spend in 2009 than ever before.

That incremental electronic spend comes from the print budget.

A generation from now, marketing strategist and communication specialists like me won't have to spend so much time convincing their constituents to go heavier online.

As a communications designer, whether the printing industry is producing more or less pages doesn't really concern me (apologies to my graphic arts friends). I try not to concern myself with issues that are out of my control.

What I do know is the mere fact that less print is in the pipeline presents a golden opportunity for the individual print designer. By that I mean if you know how to produce and deliver unique print materials, they are more likely than ever to be noticed.

A couple of simple examples:

Webcard

Information marketing

Not brain surgery, but you get the idea. My point is, if you invent creative ways of using the medium for your client, what others are or aren't doing with it doesn't much matter.

It was fascinating to read the responses to this relevant question posed. I went on a research quest in pursuit of the answer to this dilemma myself earlier this year. I spend a great deal of energy talking clients out of direct mail and other traditional print collateral that many organizations do not want to move from. As a thoughtful citizen I don't sanction what I believe to be wasteful expenditures of money or resources. It is estimated that 90% of the dull, but colorful print goods exchanged at trade shows are thrown out before read. However, I really press organizations to think of unusual ways to communicate their message, often in print, through a new and useful mode. Recently I advised a taxi cab company to create printed bar coasters...the opportunity saved the bar money, promote responsible driving and communicated a relevant message to people that need the service in a unique way. I urged a print crazed lawn care company to grow grass in round, short pots suitable for table settings...they had their signature lawn "Stay Off" signage shrunk and posted in potted grass with their contact info. The pots were offered to any facility that would take them; wherever table settings needed sponsored. Fundraising events, country clubs and restaurants, a targeted neighborhood as well as medical clinic and office complex waiting areas. Again a resourceful use of materials that communicates passion for the work being done as well as distinguishes the particular business from rest of pack relying on tired methods. I have been asking printers for years to help me consider new ideas. Very rarely; twice to be exact have I received an innovative thought from a printer for unique and expressive options. The industry will suffer unless it becomes an inspired source of options that deliver ROI and spunk. One last point that I think is of significant merit. A professional, flash web template that has the power to WOW! can be purchased for less than one hundred dollars. The same is not true for well designed, quality print goods. The reality is that print materials communicate a higher level of credibility as it takes dollars and commitment to stand behind a print piece. I found the 45th Annual PRINT DESIGN SURVEY interesting on the topic as it reports countless opinions and views. http://www.gdusa.com/issue2008/06jun/feature/June08_PrintSurvey.pdf Gloria Zemer

Bob,

A great question. As a graphic designer who loves print design, it's a topic close to my heart.

The internet is a tremendous tool, and it's usefulness and reach are expanding. However, print is still thriving. Well-designed printed material is as vital as ever. A downloadable PDF isn't going to replace a beautiful brochure, flawlessly printed on supple paper (with recycled post consumer waste, of course!). Retail products still require packaging. Some products require users manuals. Products still need point of sale displays. Retail stores still need shopping bags, and product hang tags, and promotional items. Printed direct mail is still a vital method of marketing. Restaurants still need menus. Many companies are trimming the fat on their annual report, but a thoughtfully conceived and visually engaging printed annual still brings more quality to the communication than a mundane 10-K wrap, or an online-only version. Business cards, letterhead and envelopes remain necessary fundamentals for every business. Books still need dust jackets and covers.

These are just some of the many printed projects my studio has been involved with recently. All of that being said, it sure does seem that the days of the 8-color, embossed, foil stamped and die cut brochure are done. But, they should be. Over the top production is usually just masking poor design. It's not limited to print though, there is a lot of multimedia and online work with unnecessary bells and whistles that mask poor design. And, going online has it's drawbacks. E-marketing is great, but your email might not make past a spam filter, and therefore not even receive a glance. At least a post card will receive a parting glance on the way to the trash, and that glance might be enough to make someone stop and take a closer look.

The trick, I guess, is to figure out how best to leverage both print and digital medias to maximize your client's message. Sometimes you need both, and other times one more than the other, but print is always part of the equation.