Is print a smart investment?

We’ve all heard it. Newspapers are dying, magazines are on their way out and digital media is king. There’s no denying the internet has significantly, and permanently, changed the landscape of our society.

But people are still reading print, and they’re reading it consistently.

For proof, look no further than the readership rates of specialty magazines and daily newspapers. According to Pew Research Center, eight out of 10 Americans who read newspapers do it exclusively in print. Ninety-one percent of U.S. adults read magazines.

Even millennials — who are rumored to hate print — aren’t shying away from traditional media sources. In fact, reports consistently show more than 60% of young adults prefer to read magazines in print. Seventy-seven percent pay attention to direct mail pieces, including print advertising.

Print is still a smart business investment, and there are three main areas where companies can, and should, invest.

• Direct mail
Postal mail unfairly gets the reputation of being old or outdated. However, direct mail is still one of customers’ preferred forms of communication. A recent U.S. Postal Service study showed 87% of millennials enjoy receiving direct mail. Ninety percent think its advertising is reliable and 57% have made purchases because of mail offers.

Benefits: Businesses can easily tailor their communications for specific individuals or demographic groups — ensuring greater response and purchase rates. With a variety of formats and materials (i.e., postcards, brochures, magnets) available, businesses can choose what works best for their budgets and goals.

Considerations: While the initial investment for direct mail may be higher than digital marketing efforts, businesses will reap big returns on investment. When executed properly with targeting and personalization, direct mail can yield response rates of up to 20%.

• Wide format
Since it came on the scene, wide format printing has quickly taken the marketing industry by storm. From vehicle wraps to life-size cut outs, this innovative printing service has allowed businesses to quickly and cost-effectively create large-scale graphics for every medium.

Benefits: Size is no longer a constraint for businesses wanting to make a big impact. Printers can produce collateral from 18 to 100 inches to create eye-catching signage solutions, window clings, wall graphics, trade show displays and more.

Considerations: Gone are the days of standard print materials. Thanks to continued advances in technology, businesses can now print materials on any surface — from vinyl to mesh. They even have the ability to finish pieces with custom cuts for unlimited variety.

• Packaging
First impressions matter. Whether in the store or online, customers are constantly forced to make quick decisions when shopping. In today’s crowded marketplace, packaging can mean the difference between customers purchasing or skipping over certain brands.

Benefits: Packaging is one of the easiest ways for businesses to set their products or services apart from their competition. With cutting-edge technology like UV printing, companies can retool packaging with different coatings or inks like matte or high gloss. Studies consistently show customers are drawn to this type of attractive packaging — helping drive purchases and increasing bottom lines.

Considerations: Poor packaging can wreak havoc on sales. That’s why packaging should always be designed with the companies’ target audiences in mind. With the right branding, materials and colors, businesses can create an experience and keep customers coming back for more.
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Kent Middleton is co-owner and CEO of Magna IV, a more than 40-year-old print and marketing business with offices in Little Rock and Northwest Arkansas. The opinions expressed are those of the author.