The Print vs. Digital Media Myth

Posted on July 2nd, 2015

In business, it’s nice to know that you’re on the right track; that what you work so hard to design, develop and manufacture is what the customer wants. When it comes to print marketing, the rest of the world is learning what we at Caskey have always known.

Print is not dead. In fact, it is alive and thriving.

There are studies everywhere lately that show that print is winning in the battle for most trustworthy communication channel, and the findings can be quite surprising.

According to an article in Target Marketing magazine, 79% of consumers say they act on direct mail immediately, and 56% stated that they found print marketing to be the most trustworthy of all media channels.

Most astonishing, though, are the demographic groups who rate print the highest. In a report by JWT, almost 8 out of 10 millennials (18-34 year olds) said print makes them feel more connected than digital.

The preference for print also extends to a wide variety of communication channels. In 2014, more than 80% of American adults said they would rather read a magazine in print than online. Additionally, two-thirds prefer paperbound books to e-books.

So there you have it. In this digital age, print stands the test of time and wins the battle for the most trustworthy media source.

Sources: Bindery Success Newsletter, June 2015; Iron Mountain; Direct Mail for the Modern Marketer, Target Marketing, 2/19/15; Bob Bly’s Direct Response Letter, www.bly.com.

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