Printing Effectiveness: Uniquely Print

By Jill Wangler, Director of Marketing

We are witnessing an explosion of new, ever-changing digital communication channels, devices, pads, pods, phones, tablets, readers, etc. It is mind boggling and giving marketers infinite ways to connect with audiences.

Now, digital information is viewed as a commodity, and printed messages—now fewer in number when compared to the digital clutter—are seen as more unique and personal.

Print-based information doesn’t have to battle for the reader’s attention as much as digital messages are required to do. This is one of the reasons why print media read and response rates have increased over the past decade. Print captures the undivided attention of its reader because of its tangibility. And it’s easier to read: studies show people not only prefer reading a printed message over a digital message but have the ability to read 25 percent faster.

Furthermore, a printed message is more effective in delivering and retaining information.  In one study, approximately 67 percent of people could remember a printed message, while only 11 percent could remember a brand and its message via online messages such as banner ads and emails.

People feel print is more official and trustworthy. They are comfortable with it. And, they can’t fast forward past it!

When it comes to getting your message heard, it’s not necessarily about what’s new. It’s about what’s unique.  For thousands of years, print was the world’s number one communications medium. And then the technology revolution happened. Now print is refreshingly distinctive.

In my next few posts, I’ll share some statistics that will better inform your media plan for the future.

To learn more about Fineline’s commercial printing options click here.

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