“Print is a target-specific medium.”
“Glossy magazines hold a certain cachet that online doesn’t achieve.”
“With people becoming more and more blind to digital advertising methods, print offers an alternative medium to connect with your audience on their terms.”
These are just a few of the comments from a panel of communications experts in an article by the Forbes Communications Council, made up of execs from communications, PR, public affairs, and media organizations.
Brandon Ortiz of Salesforce.org believes print is how brands will rise above the noise.
“The ubiquity of digital media has given print media a strange new power. Think of how special it is to get a written letter as opposed to an email,” he writes. “If you’re trying to target a C-level audience, forget email — their assistant will just hit delete. But if you take your e-book, print it as a nice brochure and mail it to the exec’s office, it might get to their desk and leave a lasting impression.”
Crystal balls? Nobody’s got one. But from what we see around us every day, the ability of print ads to reach the right audience is only growing in our digital age. And that makes the future looks pretty bright from here.
This excerpt is reprinted with permission from FP Weekly, March 11th, 2017. Copyright Freeport Press.
