Plunging into the current scenario of advertising in the global market, it is seen that a massive shift has taken place. With the internet being available on several devices, people are hooked on to them more than books and magazines. Thus, print media seems to suffer a challenge from digital media.
Interestingly, the print ads are still very common and are in a way running neck-to-neck with digital ads and digital marketing forums. According to a survey, audiences still prefer print media. There are several newspapers and magazines that still captivate several audiences, who are plagued by the monotonous digital promotions. Another reason why people prefers print media partly because of the newspapers and magazines still are as important as before.
Jonathan Mitchell, Managing Director, Arjowiggins Creative Papers says that in his mind the question is not about print or digital but it’s about the rightful place for creativity. According to him, print or
digital the only thing that matters is keeping the creative at its best. Print and digital should go hand in hand. It is always considered that print being a physical medium brings out more emotional connectivity.
Tom Priestley, Head of Print, Liaison Print Management view is that print provides a physical
connection with the audience which enables them to understand the true spirit of the ad. A well-printed brochure or vibrantly printed ads will draw more people to itself than any digital ad or content.
With the advancement in technologies, print ads are now been blended with augmented reality and the results are astonishing. This is what several experts believe and says print media is never the dead media. Marian Thomasson, Marketing Manager, Antalis UK believes no matter how sophisticated the digital devices are, the tangibility of a paper has incredible opportunities.
The value of print over digital cannot be measured so soon. Digital media is growing at a rapid scale but it’s still young in comparison to print which is old yet growing. There are certain pros and cons to everything. Clubbing both these mediums is the best thing that can be done. Audiences too will prefer this idea over just focussing and highlighting on any particular medium. It is thus better not to decide the value of print and digital separately but value them equally.