In today’s “always on” digital environment, the world is at our fingertips. Open, click, view, buy, comment, download. Anything you want. It’s all right there. Even so, book readership is on the rise, and a recent Association of National Advertisers study found that direct mail delivers a higher return on investment (ROI) than any digital channel. Why? Because “digital everything, everywhere” gets old sometimes.
Let’s look at four reasons people still embrace the value and allure of print.
1. Print shuts down the noise.
In a world in which shoppers are constantly bombarded with notifications, customers are seeking ways to disconnect and recharge. For many, print provides a welcome escape from the constant barrage of digital noise. It allows them to slow down and engage with material in a more meaningful way, without the distractions of notifications or pop-up ads.
2. Print taps our emotions.
Print has a tangible, emotional value that digital communications can’t match. There’s something special about holding a book or magazine in your hands, flipping through the pages, and smelling the ink on paper. Or re-reading a funny direct mail piece pinned to the family bulletin board. Print creates an emotional connection that resonates in a world where digital material is ephemeral and easily deleted or forgotten.
3. People trust print.
Another reason for the enduring value of print is its perceived reliability. In an era in which cyberattacks, hacking, and data breaches are a regular occurrence, print provides a sense of security and permanence. There is less risk of information being lost or stolen, and it is less likely to be deleted or forgotten.
4. It has beauty.
Finally, print has an elegance that digital communications can’t match. Whether it’s a beautifully designed book or an intricately die-cut mailer, print offers an allure that is often lost in the digital world. It allows people to engage with material in a way that is both aesthetically pleasing and intellectually stimulating.
When you consider all these factors, it’s no wonder people still have a love affair with print. Whether it’s the desire for a break from screen time or to enjoy the emotional connection to material, consumers are finding that there is still a place for print in their digital worlds.
