Print Media - Page 38 - PRINTHREADS


Print Media


Print is a medium that cannot be easily ignored by selecting delete or clearing it from your screen without reading a word with just one click of a mouse.  Print is tangible.  Your printed message must be handled by your target audience.  Studies have shown that over 80 percent of direct mail is opened and read or skimmed – proving print and direct mail to be a powerful marketing tool.

Technology such as variable data printing, Quick Response codes, personalized URLs and database management enables each of your printed messages to not only be personalized, but also more interactive and measurable.   VDP and databases work together to create a personalized print message; giving print the ability to communicate personally and efficiently to your audience.  QR codes and pURLs allow your audience to not only receive unique printed messages, but also individualized digital content by visiting the pURL or scanning the 2D bar code.  By creating messages built around your customer’s interests you will ultimately see higher consumer response rates.

Today, the average person receives about three times the amount of branded messages a day compared to the average person of 40 years ago.  With the ability to instantly send messages via email, people’s inboxes can become quick full with branded messages.  Print messages have the ability to break through the mass of digital clutter as it can be delivered directly to your target audience’s hands.

Furthermore, according to, while some digital channels, such as email, have seen decreases in their effectiveness, print’s response rates have grown in the past decade.  Since 2004, direct mail response rates have increase by 14 percent and email response rates have fallen by 57 percent.  This could be because print now has the ability to be more personal or maybe it’s because print cuts through the clutter, either way, your printed message is being seen – and responded to – by your audience.

Overall print is a powerful and effective way to communicate your message.  It allows you to physically get your message to your customer.  Your message is not just seen and read on a screen, it is held in a person’s hands and through all of the clutter in a recipient’s life, your message is read by your target audience.

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It may seem that digital media is taking over the marketing world and at times it can seem hard to find room in your marketing mix for print media.  But, if you are not using print as a marketing medium in your marketing campaign, you are missing out on increasing your reach and frequency and even finding new consumers.  There are unique opportunities with print that no digital media can currently offer.

Currently, with more and more digital marketing messages being sent out, there seems to be less and less print messages sent.  Because of this, there lies an opportunity for print and direct mail;  the recipient’s attention is less divided and is able to give your message more time.  With email, you’re lucky when the person takes the time to open, view and read your email message, but with print your message sits directly in their hands.  Furthermore, over 80 percent of people who receive direct mail, will at the very least, take the time to skim over the mail piece.


Another reason print should be incorporated in your marketing campaign is because it compliments digital media.  The two mediums work very well together for multiple reasons. With new technology such as SMS, personalized URLs and QR codes, you can seamlessly transfer your viewer from one marketing medium to another.  This allows your brand to receive higher customer retention rates.

Furthermore, print is green.  Yes, you read that right.  Print and paper are one of the most recycled products -- with around 60 percent of consumed paper being recycled.  It is a renewable resource and for every tree harvested by paper farmers, three more trees are planted.  

 We have one last, and maybe most important factor when using print in your marketing efforts.  Print is credible.  Anyone can post almost anything online, because of this the internet can lose some of its credibility.  In fact, according to a Neilson study, next to consumer recommendations, a printed medium – newspaper – is the most trusted form of advertising.

So, there you have it.  Print should be an important part of your marketing campaign.  How are you using print?

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