Print vs Digital
Is print still relevant in our digital age?
A Norway study* concluded, "…students who read texts in print scored significantly better on the reading comprehension test than students who read the texts digitally." That’s one of the key benefits of print. To process information, having a hard copy is still better compared to on-screen text. With all the adverts and ‘click here’ and ‘link to’ there, online can be confusing and distracting.
In marketing your main concern is to target a specific market. While with digital you can cast a very wide net, print is easier to intensively target the market in your area. Speaking of which - who is your target market? How do you communicate with the local market? Are they tech-savvy? Which online platforms would they use to look for your company?
How many times has Paul McCarty died in online reports? 3 times. Yes, fake news reports about celebrities are rife. Luckily there are also thousands of websites that debunk such news but that is a very good reason why print is still better. We have to dissect online info, just to be sure that a product on sale isn’t just a phishing scheme. The credibility of online information is at an all-time low. It’s called ‘clickbait’ and exists only to increase traffic to a certain website. And then you have to fill in ALL your personal info to access the site! Except for subscribing to a magazine or newspaper to be delivered to your doorstep, print does not lure and involve you with a business.
Print marketing remains in the public eye for much longer! And ultimately that is what every company owner wants - you don’t stick an iPad on the fridge with your favourite pizza delivery restaurant…
What would your next marketing campaign look like? Online? Or trusted print advertising? The facts speak for themselves.
*Reading linear texts on paper versus computer screen: Effects on reading comprehension
Written By: Joh-Mari van Heerden