We say no! Despite all of the media options that exist in the marketplace today we believe that print still plays a vital role.
It may now have to share space with the many different online, outdoor, ambient and various other media that has emerged but it’s still holding its own and is relevant for those products whose consumers will go here first when looking for a product or service.
Many publishers still maintain that the newspaper is still the best place to read long form journalism, they contend that nothing can compare to sitting with newspaper in one hand, coffee in the other reading a long story in one (Source: http://www.huffingtonpost.com/john-p-david/long-live-print_b_4435344.html).
Forbes online in their article ‘Print is Dead? Not so Fast’ state that there is still a use for print media in advertising due to its tangibility and credibility. And with more businesses moving their advertising online there is less clutter than ever before for advertisers, allowing their ads to ‘shine’. (Source: http://www.forbes.com/sites/thesba/2012/06/28/print-is-dead-not-so-fast/)
Martin Nisenholtz, a special advisor to the New York Times says in Fortune 500’s article ‘Is Print Dead or Not’ states that he thinks ‘print is very sustainable for the next 10 years. (Source: http://fortune.com/2013/07/24/is-print-dead-or-not/)
And what do we think? We think that advertising across multiple mediums that are right for your product, your service and your target market is the best way forward. If your target customer is a tech savvy 18 year old then perhaps print isn’t right for them but there are many customers to whom the print medium is very relevant so it should absolutely NOT be discounted out of hand when planning a campaign.
Print is very much alive and kicking!!