Can Print Survive in the Digital Age?

This is probably a question on many readers’ minds. We are in an age where we prefer to read everything off the web, mainly owing to convenience of browsing during work. A classic example is that the major newspapers are publishing a digital replica of the print to make it easier for cyber users to get day to day information (and to make money off internet ads). But, the question that haunts traditionalists is whether the print can survive the digital attack.

The answer to the question is to step outside the traditional boundaries and to exceed the expectations of readers. The price of print is not getting any cheaper, but, by adopting to cheaper printing options and using recycled paper could see the dawn of the new age printing.

One factor that will remain true forever is the tangibility of print over digital ones. People still like to fulfill their tangible desires by going for printed materials over internet. In order to exploit this weakness, printers will have to quickly adapt and upgrade their printing systems to match the expectations of readers or even exceed it.

An expert on the web states – “…should embrace technology and look for ways to move their business to the Web. They could migrate the customer base from a paper-based system to a white-labeled portal, which integrates seamlessly within a corporate site, can automatically route the requested e-mail as well as input the data into the sales data¬base. Given the public’s enthusiasm for the Internet, this should be considered.”

Another marketing expert states – “Don’t just track your e-mail marketing campaign. Use direct mail to follow up with those that clicked through to your Web site. Thank them for visiting and offer them a special promotion.

“Print your catalogs in bulk, but personalize the cover with a few items that particular customers may be interested in based on their buying history. When they purchase a product, send them a postcard recommending a related product. These strategies will produce greater ROI and less waste.”

Nobody likes to see the end of an era that has lasted since Gutenberg. But, upgrades and adaptation is a must for prints to survive and most printer manufacturers are doing their bit by reducing printer and toner prices by a fair bit.

Give a shout if you can value-add to this discussion.