There’s been heightened interest of late in the effectiveness of the printed word.
It started with direct mail associations finding higher response rates to print than to electronic equivalents. Printed book sales in developed markets are outpacing e-book sales. And even the newspaper industry is still seeing 60% of revenues coming from print. According to Michael Golden vice-chairman of the New York Times company speaking at the recent Wan-Ifra World Publishing Expo, “readers have stayed with print and they are paying an increasing price for it.”
This is unsurprising for a couple of very basic reasons. As well as the content it carries, print is perceived as the product and we like to buy stuff. Print satisfies our urge for things we can actually hold in our hands. We appreciate print’s physicality, its tangibility and its convenience. That printed paper is also recyclable because it is based on renewable resources is an added bonus that can soothe their troubled ecoconsciences.