Print helps communicate and clarify complex information.
THE SWITCH AWAY FROM "ONLINE ONLY"
It's become apparent to many companies that an "all-digital" marketing or publishing strategy doesn't always work. Hence we're seeing more and more e-commerce companies mailing print catalogs, and more digital publications launching print editions. Ironically, even Google sees the value in print – Google has been using an on-going direct mail campaign to promote its AdWords digital advertising program!
What are these companies seeing as the advantages of print? Let's take a look...
- New interactive technologies can drive sales – Canadian Tire recently launched its first print catalogue in nearly a decade, mailing a mammoth 200-page piece to nearly 12 million homes in April. Customers who download the retailer's mobile app can use their smart phones to access online information via the catalogue, effectively marrying print with digital.
Canadian Tire's CEO told attendees at the firm's annual meeting that the company's weekly online sales doubled immediately after the catalogue was launched, calling it "the single biggest impact lever we have ever pulled to generate more online sales."1
- Print publications can still be profitable – With so much "adult" content distributed in a digital-only model, Penthouse has bucked the trend and returned to print. CEO Kelly Hollands told International Business Times that doing so took their publishing business from being in the red to solid profitability in just three months.2
- The digital experience just isn't the same – Book and magazine publishers who want to go all-digital often face resistance. Even millennials still strongly prefer print for pleasure and learning.3 People enjoy print's physicality, and find it easier to digest information when it's in print form.
Print gets noticed. It's tactile, meaningful, impactful and unique. In short, print works.
1Nguyen, Linda, The Canadian Press, "Canadian Tire brings back old-school catalogue, consumers go wild," May 13, 2016.
2Pressberg, Matt, International Business Times, "How Penthouse Magazine Returned to Profitability By Pivoting Back to Print," June 7, 2016.
3Rosenwald, Michael S., The Washington Post, "Why digital natives prefer reading in print. Yes, you read that right," February 22, 2015.