Is print dead?

A widely quoted and largely misunderstood phrase, ‘Print is Dead’ is simply not true. The phrase has been banded around in marketing and business circles, ever since the Internet became a major force some 20-odd years ago, but still print media, such as the community papers I publish in various neighbourhoods in Bournemouth and Poole, continues to grow.

What is true and what can be said is that news in print is fairly beleaguered right now. We all dip into national and international news as and when we need to in a variety of ways such as 24-hour TV news channels, Internet newsfeeds and of course very ‘instant’ social media to catch up on what’s happening. This is what newspapers used to do, and why the ‘Print is Dead’ phrase first came toprominence.

Since the digital age began, newspapers have suffered, as they’re now not fast enough to market. By the time a newspaper prints the news, everything changes. It’s a fast modern new world that simply leaves printed newspapers behind. However, where newspapers are still extraordinarily valuable is in

looking at news events is much more detail and in exploring cultural and historic experiences to the benefit of the reader. In other words, it exists as a form of entertainment; rather than a source of news.

All print papers, whether local and free through-the-door such as my titles, free at pick-up points or purchased at a newsagents for a cover price, all have

one other advantage, which allows reading to be taken away from the millions of other messages that we receive everyday, to escape the hustle and bustle and relax and be entertained. No pop-up ads, no text alerts, no commercial breaks; just you and your paper at your leisure.

It’s in this mode, that stories, editorial and advertising messages have time to hit home. Regular coverage in local papers increases brand awareness and increases advertiser return-on-investment, compared to and in association with other forms of media advertising and promotion. Print advertising supports other messages from campaigns that communicate online and underpin those messages so that brands and offers are recognised more readily.

In local paper terms, advertisers enjoy recognition within their home territory, with trust and credibility given much more credence as the message comes through-the-door in a local region where the advertiser is not just a business but a member of the community.

So, getting a local message to local people, promotes brand in a tangible and successful way, compared to campaigns that don’t take in local paper advertising. This is confirmed in the findings of market-research Company Benchmarketing, which has conducted a massive research project into this very subject, with findings that conclude in the fact that businesses that use print advertising as part of overall campaigns, can expect an average of 3 times more return on investment and in some cases up to 5.3 times more bang for their spend.

The full report can be found at newsworks.org.uk/effectiveness

So, is print dead? Of course not… It’s an essential part of local business and local community and will continue to grow as communities grow.