Print is the new digital

Just an interesting article on printing digital stuff

Posted in interesting on 5 March, 2019

Just read an article on this paradox notion that printing is the new digital:

1. Print = trust

Research shows even Millennials, who have no affinity with traditional media, trust print more than other sources, particularly social media.The Yellow Social Media Report 2018 (Australia) found 73% of those surveyed trusted traditional news sources, including print media — well above what appeared from news sources on social media (16%) or from friends and family posts on social media on what was happening (11%). As well, one-third of respondents admitted to reacting to something on social media that they later discovered was untrue.Digital gets our attention, but print gets our respect.

2. Print is tactile

The tangibility of print ignites senses in a different way to what we see on a screen. A marketing colleague of mine tells the story of how she was pitching an idea to a prospect. It was hard going, until she presented him with a brochure that succinctly described the package on offer. Sold.Print provides us with a comforting lay-back experience. Nothing better than a macchiato and the morning newspaper.

3. Print is utilitarian

Newspapers, magazines, and brochures have proven to be enduring formats. The mobile phone is the ultimate utilitarian device, but you can do a lot with paper, too. The best print products curate what we need to know and enlighten us about the world without us having to trawl across the world wide Web and mentally piece it together.

4. Print is permanent.

We process, retain, and recall information better via print. A Temple University (U.S.) study found paper beat digital in a host of areas, including for creating an emotional reaction and a desire for a product or service. The study found print marketing activated the ventral striatum of the brain more than digital media.Another study found physical material was more real to the brain and hence could be categorised and processed. Print has impact and permanency.

5. Print is swag

Print is the new digital. It has fresh currency in a digital world where everyone has a Web site and lives out their personal and business existences ostentatiously on social media. The Economist honours the written word in its beautiful formulaic weekly news magazine. Monocle is a monthly magazine that exudes a strong internationalist, hip personality.



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