Many talks have been coming up for quite some time. Whether the talks be like “have we advanced too much in the tech phase?” or “print is so old school”, you can observe that print is somehow dying in the midst of all the high-tech marketing strategies that has come up as the years progressed. The reason for that is that a lot of times, you see a ton of fliers lying around, brochures being thrown on the trash at parks, digital mail cards being discarded once you pick it up from the mailbox, and a lot of other things to prove that print media is really on the way to extinction.
Print media has always been a stable content medium for marketing. It’s actually in the midst of a big resurgence, wherein almost everyone seems to be rethinking of redirecting all of the marketing efforts to digital content. Print marketing has been with us for many centuries. Print lends an enduring advantage over digital formats which are considered to be more temporary. Modern print design makes use of much advanced printing technology, and much better printing materials which result to high-quality goods that you can’t stop yourself from looking at when you see them on the streets, on the doors and walls and even in the bathrooms and transportation system. At most, nowadays, there are even bolder ventures when it comes to printing materials used. Whether it is murals on the walls or on the floors, or even on the side of high buildings, whatever material they use, and different people are being innovative so that this marketing line is not pushed to rest. There is one that is standing out now, called 3D printing. Many different materials can be used for 3D printing, such as plastic, polyamide or what we call nylon, stereolithographic materials or epoxy resins in layman’s terms, silver, titanium, steel, wax, photopolymers and polycarbonate. These might sound like gibberish to us, but to the people who mastered printing; these are their bread and butter.
While the “print is dying” talk on the grapevine has greatly increased, the effectiveness of most of the different kinds of print formats have also greatly increased. Brochures, catalogs, signs and banners, and direct mail postcards has much better chances of reaching out to the correct target market, which companies view as being more effective. Also, there are still a whole lot of people left who appreciate something they can hold and read without having to open their phones or tablets, plus the fact that print has already expanded their resources when it comes to printing materials.
Bottom line, is print dying? Print isn’t going anywhere. Looking at numbers, there are still thousands of printing presses and small business that cater to that, whether it those teams that create billboards, the ones that make brochures and catalogs, those that do direct mail cards, they are stable. Their sales are strong and are gaining more than average return on investment. Print will always remain a very effective marketing tool. Whether in the past or today, it will always stay alive because it can be complemented and supplemented with digital marketing efforts with minimum additional investments.