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With the purses of marketing budgets remaining tight, many are left competing for marketing dollars. As a result, many myths have been promoted in an attempt to steer business away from print and into other mediums. Not sure which to believe? Read on to learn what is really fact or fiction in the print industry.
Print is destroying the environment. FICTION.
Paper is a renewable resource. 63.5% of all paper consumed in the US was recovered for recycling in 2010 and paper recycling has increased by 77% since 1990.
Paper has a high carbon footprint. FICTION.
The forest products industry is one of the least carbon-intensive manufacturing sectors, being the only medium with a one-time carbon footprint. All other media requires energy every time they are viewed. In fact, a single computer requires 2.4X more electricity than the energy used to produce the paper they use in a year.
No one reads magazines anymore. FICTION.
About 187 Million people in the U.S. alone read magazines, that’s about 4/5 of adults!
Social Media has made print less popular. FICTION.
Print has continued to grow since the debut of social media. Of readers, almost 70% have posted a magazine article on Facebook, 3 out of 4 Twitter users followed a magazine’s Twitter account, and 75% of Pinterest users have either repined content from print media or followed a print publication’s account.
Paper improves our mood. FACT.
In a bad mood? Pick up some print. Mood improves by up to 29% if exposed to a positive tactile feeling. The attributes of paper have not only stood the test of time, they have evolved with time and bring messages, words and pictures to life in a way that electronic media fails to do.
Print is one of the largest industries in the world. FACT.
The print industry boasts $640 Billion and drives $3.8 Trillion in related services, compared to the online advertising industry of $47 Billion.
The ROI of direct mail pieces have increased. FACT.
Print is seeing an increased conversion rate and marketing return on investment in a world of cluttered digital marketing. So DO think twice about sticking a catalog or postcard in the mail. Customers appreciate getting direct mail pieces! Direct mail increased U.S. company sales $702 Billion in 2010.
For additional facts regarding the print industry and the statistics listed above, follow these links for more information:
http://charlottetown.kkpcanada.ca/Blog/Print_Myths
http://blog.cx.com/business-tips/6-printing-myths-busted/
http://www.twosides.info/Myths-and-Facts
http://www.printisbig.com/