Print. It’s not just Business, It’s Personal

Lately, I have seen a few printing agencies make the move to full service marketing. It was explained to me from the CEO of one such agency that this has been brought about by the decrease in demand for print jobs. After a little bit of thinking on the subject, I came to the conclusion that Printing shouldn’t be seeing a decline because of any trending to digital. That’s like saying TV would replace the radio. Now we do see the internet and radio replacing newspapers, but I believe it is a content issue more than anything else.

So back to printing. There is still a need for direct mail to homes vs email. There is still a use for good quality print packs, brochures, postcards, etc. The paradigm shift has been to make these print pieces personalized to the target individual. With digital print presses and current technology to connect to database lists, this is very possible and several print agencies are doing just that. So the next time you think Print is dead, remember -It’s not just Business, It’s Personal.