Rolf Steiner, who has been working in the graphic arts industry for 30 years, is convinced that anyone who does without print in the communications mix is making a serious strategic mistake. Vogt-Schild Druck AG in Derendingen (Switzerland), whose Managing Director Steiner is, printed a poster for its customers under the motto "Better.Print." with 26 benefits of print products.
It's clear that print costs money – for editing, creation, printing and dispatch. Anyone who does not use print products in the communications mix can therefore quickly save financial and personnel resources. That's why it's tempting to forego print and rely exclusively on online.
But this reduction to purely economic aspects is short-sighted – indeed a strategic mistake. "As the managing director of a print shop, of course he has to say that," you may now counter. But I am by no means alone in this viewpoint. After all, marketing experts agree with psychologists and brain researchers that print continues to have a strong impact in the 21st century – all the more so in corona times, when people have more time to read. This is because complex messages in particular can only be easily conveyed and explained in print.
We have therefore printed a special
poster for our customers under the motto "Better.Print." on which we present in key words 26 advantages of unique print products. And for our company newsletter (which is also printed, of course!), we asked several decision-makers from Swiss companies why they rely on print in their communications mix. They, too, underline the high value of print products.
- Print can do this better: Print creates a haptic difference and uniqueness, is personal, durable and builds trust. Complex topics can be dealt with in detail and depth. Schematic illustrations or sketches are particularly well received in the appropriate format and are easy to understand. In their catalogs, companies can present the diversity of their product range. Printed content is not only read with increased attention, but it is also more binding and lasting than Internet presences or newsletters that are quickly clicked away, because magazines and brochures are often kept in the home for a long time. Readers have a complete overview and do not have to click from product to product as they do on a website.
- Print is versatile: Whether unaddressed, personalized or extensive – with print, there are virtually no limits to creativity and implementation. A print product with a unique feel offers a better reading experience, can be refined and used cross-medially, and leaves a lasting impression with attractive images.
- Print gets the message across: Magazines radiate positive values such as sympathy, credibility and competence, and convey closeness and solidarity. They can be leisurely leafed through, arouse the curiosity of both existing and potential customers, and spark an imagination.
- Print has an intensive effect: Print media are often tailored to the interests and preferences of their users. Cleverly placed print advertising in magazines and journals, for example, can target specific groups of people and audiences. These media are also more likely to be picked up by a person. Familiar and well-known media are also seen as having greater credibility.
- Print has a precise effect: Customers often do not know what they are actually looking for and what they are missing. Targeted print advertising provides an answer to this and attracts attention. Journals and magazines are read to gather ideas. They arouse curiosity, spark interest and encourage people to find out more. Print is found before it is searched for.
- Print has a lasting effect: Print generates a stable depot effect that creates credibility and thus guarantees a high level of attention and, for advertisers, a high response rate. Printed advertising has a more lasting effect than advertising clips on television. Studies show that proportionally more people remember printed images and their messages than a short commercial. An advertising motif can linger in a person's memory for up to six weeks.
- Print has a future: The motto "quality before quantity" – and print undoubtedly stands for quality – will continue to apply for a long time to come. When I see that there are also printed computer magazines and that even online giants such as Facebook, Google and TikTok run print and perimeter advertising as part of a media mix, then I am confident about the future of the graphic arts industry.
Yours
Rolf Steiner
Managing Director Vogt-Schild Druck AG, Derendingen (Switzerland)
On the subject of the importance of print in the media mix, you can also read this top story
"People who sit at their screens all day want to leaf through paper in the evening" on the Muller Martini website.