As we swiftly approach the start of a new decade, traditional print media often appears to be obsolete in today’s digital age of news consumption. But according to Canon’s “Print for Action Survey,” conducted by Ipsos, this is far from the truth. The survey found that not only does print influence thinking and action, with Americans saying that newspapers are the most influential print media around campaigns or causes, but print sources are also seen as the most trustworthy media resources.
And, although younger generations are spending more time online than their counter
parts, that doesn’t mean that they’re no longer reading print. In a recent INMA New York study, a HarperCollins executive reported that Amazon’s online sales of print titles had soared 15% year-over-year because printed books hold people’s attention longer and are permanent. The study even shows that ages 18 to 29 were most likely to read books than the other age groups examined! Regardless of age, print books remain the most popular format for reading, with 67% of Americans having read a print book in the past year.
Ready for the biggest shock? Millennials only spend seven more hours online each week than Baby Boomers. And, on average, Baby Boomers only consume 3.37% more magazines than Millenials, again proving that print media is not dead nor dying. Some brands who got their start digitally, like interior decorator extraordinaire, Joanna Gaines from Fixer Upper have even taken advantage of print to strengthen their brands. Joanna’s take is The Mag
nolia Journal where fans can read about the latest and greatest in home living done her way.
In public relations, it’s necessary for us to use a vast array of weapons to convey our clients’ messages. Although new media is an incredible tool that has brought much innovation to the industry, it hasn’t, and won’t, replace print media for good.