5 Reasons Print is Making a ComebackApril 29, 2019
What do memo pads, money and business cards have in common? They are all printed on paper!
Printed advertising materials are a powerhouse in your marketing arsenal, especially when used strategically as part of an omni or multi-channel marketing effort.
As a print and digital advertising provider with over 85 years of experience, we are quite confident that print is making a comeback in the hearts and minds of consumers.
We share our top 5 reasons that print is making a comeback in this article.
#1: Consumer Preference
90% of consumers agree that there will always be a need for print. Furthermore, consumers say that professionally printed materials have helped 4 out of 5 small businesses stand out from their competition.
Print is also the preferred choice for U.S. recreational readers:
• 66% Read print magazines
• 62% Read print books
• 61% Read print newspapers
#2: Higher ROI
Printed materials have a higher return on investment than digital channels.
• 62% Catalogs/Flyers
• 52% TV
• 40% Press
• 32% Radio
• 29% Personalized direct mail
• 25% Email
• 23% Outdoor
• 17% Social media
• 12% Online
• 4% Telemarketing
#3: Deeper Understanding
Most consumers think they understand something better after reading it in print form.
71% of consumers believe they gain a deeper understanding after reading a print newspaper over an online news source and 64% of consumers would be very concerned if printed newspapers were to disappear in the future.
#4: Catalogs Rising
Print catalogs are making a comeback. Amazon splashed headlines a few months ago with its 2018 Holiday Toy Catalog. Rather than include prices, the 70-page catalog included scannable QR codes and website addresses on almost every page. The catalog was designed with a retro look.
Other retailers like IKEA offer print catalogs as well. They have an impressive reach. Half of all Americans order from catalogs and 42% of people read the print catalogs that they receive in the mail. Consumers spend an average of $850 on catalog purchases every year.
#5: Digital Advertising Annoyance
Print is a tangible way to break through the digital noise.
Consumers are not fond of digital advertisements. 71% of U.S. consumers don’t pay attention to online advertisements, 63% do their best to block online ads and 69% say they find online ads annoying.
By contrast, 63% of U.S. consumers read printed advertising mail at least once a week that’s addressed to them and delivered to their homes.