blankDavid Ashton

Is print still relevant in today’s world of ubiquitous electronic media? Yes!
Here are a few reasons not to overlook when you are planning your next marketing campaign.

1. Print adds a dimension to the media experience not possible with digital media.

Print is warm and inviting. You can create dazzling special effects that make readers want to touch
and feel your message thanks to a new generation of papers, inks, varnishes and coatings. It’s a
tangible dimension that electronic media can’t impart.

2. Print is universally accessible.

Printed documents don’t have batteries that run down, they can easily be read even in direct
sunlight, and they can be read even in locations where wireless is not available, such as subway
stations and airplanes.

3. Certain demographics don’t go online.

Some demographic groups, particularly older consumers, simply prefer print collateral over digital
options. In some cases, print may be the only way they research their options. Don’t overlook the
disposable income of this demographic group!

4. Consumers are multi-channel.

When looking to make a purchase, today’s media-savvy consumers seek multiple sources of
information. Rarely will they use online only or print only. They seek out multiple media and
compare and contrast responses. Print is a critical part of that mix.

5. Print is more trusted for high-dollar purchases.

Consumers love electronic media for its immediacy, but research shows that they seek print when
it’s time to buy. Web technologies provide quick answers, but the responses are often
contradictory. Print shows that you found your message to be important enough to commit it to paper
and you stand behind what you’re saying.
Overlooking the role of print can prove fatal to a marketing campaign. If your objective is to
inform, teach, persuade or entertain, print marketing is a must.

Linemark is a privately-owned and operated printing & communications company headquartered within close proximity of the Washington DC / Baltimore Metro areas (Upper Marlboro, MD). Linemark is one of the fastest growing companies in the region within the communications industry. Operating 24 hours a day from a 90,000sq ft facility, the intensely customer focused company delivers solid and innovative solutions to their client base of associations, corporations and non-profit organizations.

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