Why Print – Part 1 of 5

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Why print?

We all take printing for granted. Perhaps it’s because print has been the world’s number one communications medium for so long we tend to overlook its impact and power.

That oversight could be fatal to a marketing campaign, a product launch, or a branding initiative that is trying to connect with people. People trust print. They feel comfortable using it. And they can’t fast forward past it.

This guide to the persuasive power of print provides the top ten reasons why you should consider using print in your next campaign. It doesn’t have to be the only medium you use. But, you most definitely should consider print whenever you want to persuade, inform or entertain. Here are your reasons why…

Print is for keeps.

Who’s minding your messages when the screens fade to black? Electronic content comes and goes and when it’s gone, your marketing initiative disappears with it. Print, on the other hand, is there for the long run. Think about magazine pass-along rates. They range as high as two to three persons per issue, giving advertisers double and triple bonuses on their marketing investments.

Example: A 2004 BPA Pass Along Audit of Ziff Davis Media’s eWEEK magazine shows that on average subscribers pass along their printed issue to an additional 3.6 industry decision-makers. So, even the elite of the IT world recognize and benefit from print.

What’s more, specific magazine content can be spotlighted and passed along on a one-to-one basis. A Magazine Publishers of America survey found that 24% of readers typically pass an article along to someone else, 23% save the article for future reference, and 13% visit a related website.

In action, print’s durability has a positive impact on every message it touches. It says: Your message is significant. That you cared enough to put it on paper. That you are authentic rather than virtual, and you will be there when we need you.

Print is portable.

Long after their iPod battery is drained, people will still be reading what you send them in print. Print is the ultimate in portability and playability. They can pick up a magazine at a newsstand, buy a book on the fly or grab your brochure from a trade show exhibit. There are no compatibility issues, no need to keep anything charged, and never a worry about screen glare. You can fold print, stuff it, clip it, even scratch-and-sniff it.

Print can be carried and consumed anywhere, at any time: On trains, planes and automobiles. Take a catalog, a magazine or a good book to bed, to the beach or to the bath. There’s no need to boot it up or power it down. Print is always there and always ready to instruct, inform and entertain.

Read more reasons in part 2 of 5 on Why Print.

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