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A question has been raised over and over again: “Is print dying out?”

The print industry has experienced an irrevocable shift over the past few years. The development of Web 2.0 transformed the distribution of information and challenged the print business model. Graphics, publications, packaging and label printing is still adjusting to the market space of the pandemic. However, does that mean the printing industry is doomed?

Absolutely not, there are many business opportunities to be explored!

The impact of E-commerce and digital 

To protect revenue during the pandemic, many retailers have opened new e-commerce direct-to-consumer service lines. Print businesses are dealing with customers who have unprecedented demands and expectations around content.

What’s more, print can complement digital, they aren’t mutually exclusive.

QR codes, which can instantly shift a reader from physical to digital in seconds, are perhaps the most concrete example of how the two media may interact. This enables companies to drive customers to digital material that would otherwise be unavailable in print, such as videos and podcasts.

The printing possibilities are endless, 3D printing is set to be a driving force for the industry, that is used by more and more businesses, for various applications. It has become remarkably helpful to the medical industry, the automotive industry, but also for architecture, aeronautics and even agriculture. With additive manufacturing, even smaller companies can design, prototype and develop products at a much faster pace. Even better, the technology’s cost and time savings can be carried over into actual production, allowing the organization to work well, lower expenses, and speed up product development time.

Meanwhile, for a variety of reasons, an increasing number of firms are implementing radio-frequency identification (RFID) into print media. For instance, the quality personalised employee and guest RFID cards to a variety of hospitality organizations. Print has a lasting strength that will always provide it with a solid presence in the global communications business, regardless of whether it evolves into 3D, VR, or AR.

Trust Keeps Print Alive

Another primary reason print won’t die is print advertising would have to die first.

Two of the biggest industries to consider in the ‘print is dying out’ arguments are marketing and advertising. However, many people find online advertisements frustrating and even install ad-blockers to stop them from appearing. Print ads, on the other hand, aren’t perceived in the same way. These are expected to be seen in printed material and allow readers to choose whether or not to interact with them, rather than merely being presenting with them.

Therefore, it’s reasonable to claim that printed ads are more trustworthy than online ones and can help brands become affiliated with customers in a more meaningful and personal way. The statistics even back this up: a report by Marketing Sherpa found that eight out of ten internet users trusted printed ads to make purchasing decisions, over online equivalents.

In addition, building trust and maintaining good customer relationships has always been the goal of businesses, while personalisation and uniqueness are important ways to help companies improve the customer journey. Personalisation of B2B gift cards is an important point of differentiation that helps the business and brand stand out from the crowd to deliver powerful campaigns for clients. This gift idea is also an effective marketing approach: Loyal customers can turn birthdays, anniversaries or special celebrations into opportunities to promote your business.

Best choice for displaying designs

“You cannot put a website on your coffee table.”

For industries that need to stand out, or rely on networking for success, print is still the best form of media to use and is attributed to print business success.

Whether it be through the form of a large printed ad in a newspaper or on a billboard or a smaller-sized flyer, the budget that each business assigns to print media varies company-by-company, and industry-by-industry, but the crucial fact is: many businesses still budget for it. If it was really dying out surely, they wouldn’t bother? Printed media is tangible, which can make be easier to resonate with readers and cut through the clutter.

What’s more, print is more satisfying for the recipient: While digital communication offers immediacy and efficiency, the experience can leave people feeling like something is missing. Print media engages more senses, not just sight, but touch and even smell – delivering an engaging and immersive brand experience for readers that can’t be matched by digital media. Also, Pew surveys and Chyi’s analysis of the Scarborough data show that considerable interest in print still persists, even among young readers. Sales of print books have risen every year since 2013, while e-books have levelled-off and in some genres declined.

Let’s go back to the question at the beginning of the article: Is Print Dying out?

Obviously a joke! The printing market space is infinite, which means that your profit space has unlimited possibilities.

Why not become partners on the road? Don’t hesitate to talk to us!

Call +44 121 554 0044 now to discuss your print requirements.

Create a unique, highly effective solution to make your product or brand stand out.

Our A1 Security Print team provide security printing solutions, using a wealth of knowledge and experience accumulated over 40 years to prevent forgery, tampering, or counterfeiting on high-value paper documents. We provide a long-term strategic partnership, working on the principles of the cornerstones of our business: Quality, Security, Innovation and Customer Service.

Get in touch with us today and we will be more than happy to help!