around the globe

Numerous research studies have validated why print belongs in the marketing mix. Click here to see the research archive.

industry statistics
search this site

Type your search term


What did Virginia Tech Learn about Digital Versus Print Publications?

Facing budgetary pressures, many organizations are considering changing their print magazines to online publications. A recent Virginia Tech study1, however, indicates that this might not be wise.

Subscribers to Virginia Tech's alumni publication were sent either a print version of the magazine or an email invitation linking to the online version of the magazine, and then contacted by telephone and asked a series of questions about the publication. The results showed that:

All in all, the print publication appeared to be more effective than the online publication. As the author surmises, "ceasing a print publication in favor of an online-only publication might hurt the effectiveness of an organization's marketing communication, and managers should not make the decision based on cost alone."


download a printable PDF of this article

1Magee, Robert G., "Can a print publication be equally effective online? Testing the effect of medium type on marketing communications," Virginia Tech, Marketing Letters, March 2013, Volume 24, Issue 1, pp 85-95.