The Enduring Print Market

There are those who would tell you that commercial printing is a thing of the past. In today’s advanced world of high tech computers and the incredible surge in popularity the internet has gained in the way our society is run, who needs some relic of the past? You can do the same things online that you can do with commercial printing, they will tell you.

Well, don’t bother to listen to them. The world of tangible marketing is far from dead, and it will be a long time before you see companies stop printing off brochures, sending out postcards, and mailing people catalogs.

But why are these forms of marketing still being used if such new, and often times cheaper methods are around waiting to be taken advantage of?

Because there are flaws with the pure focus on the internet for advertising. Number one—and this is a big number one—not everyone has an internet connection. Amazing, I know. And something else even more amazing is that not everyone even has a computer.

It may seem like the entire country is hooked in, but that is far from true, and many people just don’t like to spend their entire life connected to the internet for every one of their needs.

Some sources of print advertising are also staples of our society. You just expect to find advertisements when you open up a newspaper or flip through a magazine, and often people are specifically looking for them.

When someone actually comes to your store it’s nice to have brochures lined up and ready for them to pick up and take home with them. An internet advertisement can never achieve anything like that.

Which comes to the next primary advantage of a print advertisement: you can take it with you. You can hand someone a business card, but you sure can’t hand someone an internet ad. The most you could do is email it to people, which isn’t the same kind of guarantee that they’ll even get it.

But what a lot of this boils down to is a need to have a diverse pool of marketing to choose from. I’m not saying that you shouldn’t use any kind of internet marketing, but if you only use that you’re cutting yourself off from a big part of the population.

And commercial printing can easily go hand in hand with internet marketing. Have some postcards printed up that direct people to your website. Now you can combine both forms of marketing for a larger impact.

Maybe some day far in the future print advertising will actually be a thing of the past. But anyone who tries to put flowers on its grave today is getting a little ahead of themselves. The world of print advertising isn’t going anywhere anytime soon.

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