So you think print is dead?

OK, so you're reading this on a phone/tablet/PC right? If you're anything like me, however, if you want to read something more than a few paragraphs, you'll print it out onto paper.

Why? Because it's a fact that it's easier to read and you'll retain the information better.

I've worked in the printing industry since I was sixteen (which, believe me, wasn't yesterday) so I may be biased, but I do firmly believe that print is more tangible, credible and targetted. Digital reading encourages scanning rather than reading, and there are so many on screen distractions that the reader doesn't take it all in. (Ink on paper also smells great, but that may just be me.)

You know when, way back, you used to buy music on vinyl, then along came cassettes (when you needed to have a pencil handy at all times), then came CDs and they were the greatest things since sliced bread! You couldn't get anything better to listen to music on, so they said.

Then we stored all our music on tiny microchips on portable devices - even our phones - but unless you had super-duper headphones (that cost the same as a small car), let's face it, it sounded pretty crappy through the built-in 'speakers'. You'll know what I mean if you've ever had a child in the back seat of the car who has just discovered music and they have three songs on their phone that they just keep playing over and over and over with that horrible tinny sound.

Anyway, I digress, so most recently the music industry's gone "You need to try this vinyl thing - the music sounds AMAZING! It's the greatest thing since this bread-slicing app I just downloaded on my iPhone!"

Get my point? A physical, good-quality piece of print is still the best way to tell a story, get a message across, advertise your product or service. Yes, there's room for digital too - and it is important - but print is far from dead!

IN A DIGITAL WORLD, PRINT STANDS OUT

Here are a few facts from a recent survey, conducted by industry organisation Two Sides, into the preferences of consumers for printed versus digital communications:

• 84% of respondents understood, retained or used information that had been printed and read on paper much better than information received on a digital device.

• 79% found printed media more relaxing to read.

• 54% pay more attention to advertising when reading magazines in print compared to 19% who pay more attention to advertising when reading magazines on line.

• Electronic channels show high distraction rates ranging from 65% for mobiles and smart phones to 42% for e-readers.

• 79% of respondents preferred to read print on paper when given the choice.

Click here to read the full report.

If you would like more information on advertising your business in our printed publication, Hoolit Glasgow East - or if you would like to discuss any other printing you require - drop us an email or give us a call on 0141 771 7376.