This migration makes sense when you consider that the original reason for print advertising was that it was a cost effective way to communicate to mass audiences. When you compare the cost and effectiveness of a well-executed online campaign with a print campaign you can see why print has lost its lustre.
Is print dead?
Print is not dead as a communication medium but it has taken on more of a niche-marketing roll. As less and less people use print for marketing, it takes on more of a novelty roll. The visceral experience of holding a beautiful printed piece in your hands still has power but it is no longer a mass marketing tool.
Just as vinyl has made resurgence in the music world, print also seems to have another life, thanks in part to digital printing. Early forms of digital printing were glorified photocopiers but digital printing has come a long way. For most people, digital printing is now the same quality as traditional 4-colour printing, without many of the associated costs. With digital printing preproduction is cheaper and you can now do print runs as low as a 100 copies of some items. Digital print also allows personalising printed items with individualised information such as a person’s name.
Traditional craftsman printing
Although there are less of them, there are craftsman printers producing high quality print. Although you may not want to use them all the time, they still play an important roll in producing high quality print. Craftsman printing is still used in producing items that you wish people to retain. If you’re handing out a business card, a presentation folder, a slick corporate presentation or a take away of a high value item you still need to be using craftsman printing.
The role of Digital Storytelling Collective in print marketing
The team at Digital Storytelling Collective have a proud history with print, winning countless local and international catalogue and print awards. We have a craft print background and an intimate understanding of the potential and limitations of new print.
We are agnostic about the tools we use in marketing and see print as yet another tool in our toolbox. We know if used properly, print can be powerful and have been at the forefront in using specialist printing techniques such as stochastic, lenticular and ‘scratch and smell’ printing. We manage all aspects of printing for our clients from print production to quoting, print management, mail merge and quality control.