That’s a quote attributed to Mark Twain in response to news reports of his death, but it is also highly relevant to the printing world. A number of media brands have returned to print after trying an all-digital strategy. This year has seen Men’s Journal, The Onion, and Life relaunch print editions. Last year, it was Field & Stream, Ebony, SAVEUR, Swimming World, and SPIN returning to print in some form or fashion. Why??? Why go back to the old-school media format? Simple: differentiation and its close relative, market segmentation.
Digital is ubiquitous – people spend all day in front of a screen: at their computer, on their phone, or in front of a television. Printed material is different – even (dare we say it!) luxurious. Many people enjoy the heft and feel of a printed piece, especially after their over-exposure to the digital world. Which is more likely to get your attention: An online ad or a postcard delivered directly to your mailbox? The correct answer is the printed piece – direct mail return on investment is much greater than any digital alternative (we’re talking $$$ here – not percentages; it’s hard to spend percentages). There’s a very good reason that your mailbox gets a regular stream of printed advertising material – companies and organizations spend money on direct mail because it works. Maybe print is not dead yet…