People have been printing documents from as early as 200 AD, but the real jump forward in terms of mass production came with the invention of the printing press in Europe around 1440. This method was fast and economical, and was a key factor in the growth of communication, literature, and knowledge.
Fast-forward to today, and the cornerstone of printing no longer stands so strong. Even with more efficient processes such as lithography and digital printing, a number of other factors have put pressure on the practice.
The rise of digital screens, online publishing, and the price of paper have all contributed to businesses coming to view printing as a less cost-effective way to communicate. But is it too soon to declare that print is dead?
The benefits of printing
- Hard to ignore
During recent years, an increasing number of businesses have begun to move away from printed material in favour of digital methods of marketing, such as e-commerce websites, email campaigns and social media advertising.
However, with consumers’ attentions increasingly divided between a host of digital diversions, it can be tough for companies to stand out. But while a PDF or email may get lost in a customer’s downloads or inbox, a printed piece of marketing literature lying on their desk is far harder to ignore.
- Three senses are better than one
When a customer picks up a brochure and begins to turn the pages in their hands, they interact with it in three ways; sight, touch, and smell. While a digital PDF of the same brochure can recreate the first sensation, it cannot be felt or smelled.
When it comes to making a positive first impression, businesses should be doing all they can to ensure customers connect with their marketing literature in a truly memorable way. A beautifully printed brochure on quality paper with ink that smells like it came fresh off the press is a great way to do it.
- Reliability
While we may think that everyone these days has the capability to quickly view websites and online documents, that isn’t always the case. Even large institutions like the NHS find themselves lumbered with outdated computers and slow internet connections that make downloading large catalogues a struggle.
This means companies able to deliver their printed sales literature to customers directly have a far more reliable method of ensuring their message reaches its target.
The drawbacks of printing
- Cost
The main argument. Over recent years, the cost of paper has been rising steadily, due in part to increased demand for pulp-based products such as product packaging. Think of all those Amazon deliveries we get every year.
In comparison, an e-commerce website, a targeted email, or a PDF-only catalogue can be far more cost-effective in the long run. What’s more, the permanence of print means mistakes can be costly, making the need for a robust proofreading process crucial.
- Storage
Printing in larger quantities can help business get better value, but this relies on accurate forecasts to avoid waste.
Not all businesses have the space to store large quantities of marketing material, and any good warehouse manager will tell you that space is money, which means pallets of catalogues cluttering up the place are far from ideal.
One way around this is to have the printer store excess stock for you, but this may come with its own cost.
- The environment
Paper production and printing have a significant impact on the environment, affecting various aspects including deforestation, water use and paper waste.
However, with better climate change awareness resulting in increased government regulation, companies are working to find more sustainable ways of using paper products. These include sustainable forest management, more recycling and more eco-friendly substances such as vegetable-based inks.
So, is print really dead?
Print is not dead yet, but its lifesigns are waning. The steady increase in the price of paper shows in part there is still a strong demand for printing, especially when it comes to non-plastic product packaging, and there are still many printed products that do not have cheaper alternatives.
However, as digital display technology becomes ever cheaper, and the cost of printing becomes ever more costly, there will inevitably come a point when the costs outweigh the benefits. Until cheaper and more sustainable methods of paper and print production can be found, print’s days appear to be numbered.
In the meantime, companies need to think carefully about the pros and cons of printing their marketing material. Multistory Creative provides a number of services for both printed and digital products. Get in touch today to find out which is right for you.