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The future of print media

Year:
2022
Category:

The future of print media is constantly in debate.

Some people believe its extinction is right around the corner while others think there is still room for the medium.

The main reason as to why people think print media is dead (or about to die) is because of the increasing importance of digital. The other group argues though that the two mediums can coexist.

 

Print media vs digital media Print media vs digital media

Evolution of print media

It is true that during the last decade, the use of digital media has increased dramatically. It has even reached a point where having an online presence is key to be cherished.

But things seem to be changing.

Since the COVID-19 outbreak, people spend more time at home, and therefore, online. This constant interaction with the digital world is causing digital fatigue. Some people, constantly faced with a flood of content, ads and notifications, have started feeling anxious and stressed by being connected and they are looking forward to do a digital detox.

The only way to escape from the digital world and still be informed is print media. That explains why print is on rebound.

Changes on people’s perception of what print actually is, is also contributing to the medium’s resurgence. People used to perceived print media as outdated. But now, they are starting to recognise the medium’s value. They are seeing how trustworthy and authentic print media is as compared to digital. If there’s anything that explains this change of perception is the increasing amount of fake news on the internet, which leave consumers second guessing if the information they read online is reliable or not.

Lastly, the increasing retention and understandability rates of printed words have also encouraged advertisers to invest in print media, contributing again to the medium resurgence.

Stationary envisage Stationary envisage
Business cards envisage Business cards envisage

Compatibility of both mediums

Believe it or not, there’s no need to just invest in one medium.

Some people make budgeting decisions based on trends, and therefore end up allocating all their advertising budget to the best reviewed medium at that time. But print and digital media can work hand in hand.

Print media can, in fact, act as a great support system to a digital campaign. Posters and billboards placed on the streets can, for instance, drive online traffic.

Thus, if you own a brand, do consider following a multi-channel strategy rather than a omni-channel one for better results.

Magazines Envisage Magazines Envisage

Conclusion – What’s the future of print media?

DO NOT discard print media for being an outdated medium as the medium is on rebound. Instead, integrate it into your digital strategies for better results.

The future is not print nor digital, it is hybrid.

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