More Proof Print Isn't Dead

August 23, 2012

I’ve touched on this subject before, but I’ve tired of hearing that mantra so beloved by web advertising firms:  “Print is dead!”  The fact is that print isn’t dead at all; In fact, it’s alive and well, according to the U.S.  Commerce Department, 2012 July commercial printing shipments were up $139 million over July 2011.  This is especially noteworthy given:

  • The dip in commercial printing shipments in the past few years
  • An economic crises that led to a slow marketing material market
  • An increase in online advertising opportunities and dollar spend

Which begs the question:  What factors have led to an increase in printing shipments – and, presumably, sales?  I think it’s because print remains a cost-effective and measurable way to reach target customers in a variety of venues.  I think because marketers have found that direct-mail marketing remains the best way to make sure your message is read by your customer base.  I think because we’ve found that print marketing in conjunction with online marketing yields the best possible results. Sure, there have been changes; and your local printing companies may be suffering.  But that’s because larger printing companies can offer higher quality and lower prices globally, in an online format that is accessible to everyone.  It’s competition, and those who have taken advantage of online and specialty printing opportunities have not only survived, they’ve flourished.  Marketers who take advantage of such services achieve the best possible return on investment, so their respective companies in turn flourish. Print marketing isn’t dead; it’s just evolving. That’s what winners do.  

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About Brian Morris

Brian Morris serves in various capacities as a freelance writer, content developer and public relations specialist for growing small businesses. When he’s not writing, he can be found on the racquetball court - usually getting his tail kicked by guys 20 years older.

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The PsPrint Blog is a resource for graphic designers, freelancers, small business owners and fans of print marketing. You'll find helpful techniques on printing everything there is to print, including business cards, postcards, brochures, stickers, invitations, greeting cards, door hangers, magnets and more. The PsPrint Blog shares creative ways to improve your design and layout skills, and useful tips for marketing your business in any medium. We also like to have a little fun, sharing design inspiration and spotlighting some our favorite customers' printed pieces in our "Hot Off the Press" series.