There’s a phrase floating around these days you may have heard: “Print is dead.” And while the print industry is certainly not at the peak it once was — it is, by no means, dead. In fact, in a lot of ways, the print world is experiencing a resurgence; it just looks a little bit different. Vinyl pressings of records are skyrocketing (digital downloads practically seem like a thing of the past in comparison) and 3D printing is about to take over the world.
So, when it comes to graphic design in print, how do designers, advertisers, etc. find their place?
While digital marketing provides something instant, print advertising still provides something that lasts. The Internet may never disappear, but the banner ad posted on a website for one day will. Many companies find that combining digital and print campaigns is the best way to reach the largest market.
The key to working print advertising is making sure it complements the digital campaign—all it takes is one click to delete a marketing email in your inbox, but a direct mail campaign or print spread in a magazine might catch your eye longer than it takes to click delete. Also, here’s an interesting statistic: in 2012, a firm called Two Sides surveyed 18-24 year olds and found that over two thirds of them preferred print rather than reading off the screen. Simply, one of the main reasons why print is still important is that it can reach a more targeted audience longer. Combine that with the range of digital advertising, and you can have the best of both worlds!