The short answer is, no! Print media still has its place in our lives and businesses.

Print media can still be a powerful medium. While newspapers and magazines are desperately struggling to stay breathing, direct mail and content print publishing are alive and well, and appear to be experiencing a resurgence. For many, printed media is a way to disconnect from a noisy online world. It's also a trusted and tangible medium that provides an emotional connection and longevity that you cannot replicate online - think of those people you know who still read books in paper form, rather than on a digital e-book reader, and those who like nothing more than poring through the Saturday paper.

There are still, also, many parts of the world where not everyone has a smartphone or unlimited access to data, or a reliable internet connection. Newspapers, being a much older medium, can be found in regions where the most current technological commodities haven't completely made their way.

Moving exclusively to digital marketing may be the ways to go for some businesses but always keep an open mind that, at times, printed media may provide a competitive advantage – you may be the only one still providing a printed booklet with the main points from a seminar your clients just attended. That printed booklet may be the reason they go to your seminar rather than someone else’s.

Printing may now be less expensive and more flexible than it used to be. You might find that something you provide to people over and over again, and that remains current, is worth creating in printed form. Print media has the potential to be more memorable than digital because the reader interacts with it physically.

There is value in using printing to support your digital marketing and your online presence. Used in combination, print and digital media should support and even enhance the other. Ultimately, integrating print and digital marketing campaigns strategically will ensure that all your bases are covered and that a wider, more diverse audience is being reached. 

While the internet is great and gives everyone a voice, and lets anyone share information, this also leads to a lack of trust. Some people feel more confident getting their information from more renowned printed sources. Others choose print simply because they like it better.

At this time of year when we are thinking about gifts and cards, many businesses look at whether an e-card to all clients is better than a print card. For many clients an e-card will suffice for them to feel you’ve remembered them, but for others, the thrill of getting something physical in the post may have more meaning. They may find it a welcome surprise.



So, before you dismiss the use of printed material out of hand, think about your client base, your services, and where printed media may serve you better than digital. Printed and digital media should be used in combination, and are both stronger when they co-exist.