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Print Is Not Dead AND Its Not Returning to Past Dominance

Published on April 6, 2017

Print is not dead, we still need print and it needs to work and play well with its digital alternatives. The use of print has changed, especially in marketing. Printers need to extend their value proposition to understand all communication options in order to keep print relevant.

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Discussion

By Jim Hamilton on Apr 06, 2017

I don't care whether "Print is dead" or "Print isn't dead"- I'm deathly tired of hearing either statement. I'd prefer a visit from "Steve" to having to read or hear any more on this topic. (I feel the same way about articles on the paperless office.)

 

By Robert Godwin on Apr 07, 2017

Yes we still hear this meme. See my article on what you can do about it. https://www.linkedin.com/pulse/where-do-printers-add-value-robert-godwin?trk=mp-reader-card

 

By Jacob Aizikowitz on Apr 08, 2017

Excellent crisp spot-light on the fact that Print as was known in the past is indeed dying. Print as a SOLO channel in communication is losing its traditionalist leadership role.

Print must become one channel, among many, and its role must become of enhancing the overall experience. By the way, its also becoming well understood that email alone, or web alone, are not too effective.
Its the power of the mix -- the mix of physical and digital -- that is emerging and will make the Physical / Digital mix the king of effective communications.
(Warning, a bit of XMPie bias: for print to play well in the mix, it has to be first class citizen in that mix, exactly like the digital channels are... so it can not be an afterthought... it can not be a side project ordered through the print buyer...)

The metaphor about the business can not just be everything coming out of the shipping dock, and that it must now include whats happening on your Ethernet cord, is beautiful.

 

By Eddy Hagen on Apr 11, 2017

Print is indeed not dead and it should integrate with the digital world we live in.

Since so many people (printers) are still struggling with that, also believing the digital gurus mantra that you can't track print, I just published an article explaining how you can get print campaigns into Google Analytics. It's rather easy. And cheap. Everybody can do it. http://i4p.ceo/D4Z

 

By Pete Basiliere on Apr 11, 2017

I have a coffee mug on my desk.

(c)1990 by PICA, the mug has nine colorful squares that mimic Pantone swatches and big bold letters that read: Pride in Print

Hand wringing over whether print is alive is not helpful. Having "pride in print" is.

Build your business on that foundation and you will be able to adapt to whatever changes in the market.

 

By Jim Hamilton on Apr 12, 2017

Very well put, Pete

 

By Gerhard Maertterer on Apr 12, 2017

Gutenberg is dead. Steve is dead. But human communication will ever be alive. Whether face-to-face, whether on paper or on screen.

Online advertising opportunities have been growing for 20 years and are continually dropping in price. With the result that they are used ever more excessively, dropping a veritable flood of advertising onto users. The consequence: Users install adblockers and spam filters, and cancel newsletters. In short, the customer is annoyed and flees.

Of course, Realtime marketing minimises wastage in the online environment by using predictive analytics, customisation and automation, but “only” online. Until now. With our so called „realtime printing“, Eversfrank delivers a fully automated solution to integrate the “paper channel” into the process via API interface, thus circumventing adblockers and the like.

Why do we offer this? Because Print has five advantages:

1. Print mailings do not need explicit permission to be delivered when they are fully addressed.

2. Print mailings by post are more eye-catching than email in an overflowing inbox.

3. Print mailings sink in more intensely than messages on a screen.

4. Postal direct mailings, including paper, production and postage, often cost less than a tenth of a highly specific search engine keyword from Google AdWords.

5. Realtime printing not only supports different online marketing scenarios such as lead generation, bounce management, optimising the conversion rate. It also finally enables relevant omni-channel communication.

 

By Todd Foster on Apr 14, 2017

One way print is track able is to add in A/R..

Such as Layar technology. This can also result in postal savings if there is augmentation attached.

 

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