Print is not dead! In fact…it’s kind of cool again.
I read that today in the Content Marketing Institute blog.
“I can’t believe I’m writing this, but print is cool again. Marketers who look to cut through the clutter are finding sanctuary in print. For example, I had no idea what or who Chango was until I received this amazing magazine, The Programmatic Mind. I would never have come across any of Chango’s content online. But they got my attention with this well-designed and extremely relevant print magazine around programmatic advertising, an issue that is becoming increasingly important in the native advertising space. But don’t take my word for it. Our survey results reflect print’s value too. This was the first year in a long time when the use of print magazines did not go down. Some marketers are obviously paying attention.”
You know what? I agree! I’m so excited to hear that others are experiencing a renewed appreciation for print pieces as well. As one of our staff members put it today, “Print is sexy.”
There is something magical about holding a piece of content in your hands, feeling its heft and texture, smelling the ink. There is a depth of color in inks layered on textured papers. And there is the serendipitous nature of print pieces: set them down and you have no control over where they go next! You can flip through a book, leaf through a magazine, pick up a brochure and unfold it.
No, print is definitely not dead.
What does this mean for you?
As you are busily creating content for your audience, stop to think about the “Wow!” factor of an actual print piece. A prospectus, a book, a series of informational cards fanned out in a well-designed folder….all these are pieces of content that could make big impact when used judiciously.
Just don’t forget to post a pic of your print pieces on Instagram and Twitter!