Is there still a place for print?
It feels like the whole world is going digital: Digital marketing, digital content and social media all plays a part of our lives to some degree. A decade ago, press coverage was pretty much only in print, but fast-forward to 2018 and receiving a piece of print coverage feels special and exciting. So is there still a place for print?
Earlier this year, the fashion title, Glamour announced a ‘digital-first’ strategy where it now prints a magazine twice a year and shifted a renewed focus on a “mobile first, social first” format. On the other hand, Voxburner surveyed more than 1,400 people aged between 16 to 24 about their media-consumption habits and found that 62% of the respondents said they preferred printed books to e-books.
Further research suggests that 18–34 year old British readers of eight UK national newspapers spent a total of 21.7 billion minutes reading print editions, but just 11.9 billion minutes using their websites and apps. So although it may seem print is on it’s way out, there is still value in this medium.
Print has more gravitas
We consume content so quickly; many online articles are short, snappy, and to the point which encourages people to read the whole thing. But printed newspapers and periodicals often hold more gravitas. Take Facebook’s recent apology following the Cambridge Analytica as an example. Following the incident, Mark Zuckerberg, CEO of the digital giant Facebook took to UK Newspapers with a full-page to apologise for the “breach of trust” in the Cambridge Analytica scandal.
Longer lifetime
Online media is instant. We see a headline, we read it, then we continue scrolling and forget about it. Print was the original method of publication and it doesn’t perish – a physical item like brochures, magazines and newspapers can stay in offices and homes for months. Having a physical item also helps build a better connection to its readership, readers tend to remain loyal to a particular magazine or newspaper. It’s also pretty neat seeing your name in print and gives you something to keep on your coffee table!
Combatting Fake News
The global rise in the fake news has put consumers faith back into Newspapers. Research reveals that 2018 has been the strongest start to a year for National newspapers in the UK for over a decade and print display advertising in the national newspaper market rose 1% to £153m the first quarter of 2018. Research also reveals that more than half of British people surveyed (53 per cent) worry about being exposed to “fake news” on social media platforms and that 64 per cent cannot tell the difference between proper journalism and fake news. Following the debacle with Facebook’s Cambridge Analytica scandal, advertisers feel safer putting their trust and brand safety in print media.
The truth is, print isn’t dead and nor is it dying. Print will always be a viable and trustworthy source, with a striking cover, a compelling variety of content and great visuals. A quality piece of print can go beyond the most innovative digital experience and it’s going to be a while before we see magazines slip off our shelves.
What do you think about print media? Do you prefer online or print? Let us know! @NeoPRLtd
