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 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.