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Maybe print isn’t dead afterall!

by Phil Barrett

Over the last year I’ve led many presentations with the proclamation that print is dead. Now I know that print isn’t actually dead as a communication medium and like television and radio it will never quite disappear as part of the marketing mix.

Having said that, my point has always been that while print may not be dead, it’s certainly not as important as it used to be now that the web has become a mass medium and with projections that mobile will be the next one.

Every great pitch has a great creative opening, and proclaiming that print is dead has made it into many of mine.  

A colleague at work who works in our print production department forwarded me the following link on YouTube. Maybe print isn’t dead….

Besides being a hilarious video, I loved the irony of a print shop using YouTube to promote their business.

  • david
    or on your HP Compaq tablet PC, now that was a machine built to read in bed with. It not my industry, but i am sure there will be MANY options in the next couple years to comfortably read for your leisure (without the bulk of a laptop, and something large enough to get a real sense of the size of the piece you are reading). I feel the death of the newspaper or the paper back will come way before the death of print marketing

    i AM in the industry of print (although I have never drunk ink), and i can say that still nothing beats getting a fully custom, 100% unique letter in the mail, targeting you and your interest.

    I would say that for the next decade (if not more) getting print wont change, BUT the size and content (and the cost) of the run will. Smaller, targeted runs based on 411 probably collected through a “new media” campaign will dominate the near future… all thanks to our friend the digital press… so no more ink, its toner from now on, and you cant drink that… you can sniff it, but I would not recommend it ?

    As a side note, more responses to the print not dead story than any other… I’m just saying…
  • I have to admit, I can't disagree with that POV... although how about reading your newspaper on a new mac airbook? I know, still not the same :)
  • Ask yourself one question. Saturday morning, you wake up, late. Put the coffee on and settle in to read the Saturday news on a blackberry. I don't think so! Print. Paper. Texture. Touch. It make reading an experience not a task. Print has become the warm place we return to after a bitchin day of replying to emails! Keep the blue box full!!
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