False statements regarding print, its effectiveness and its environmental impact have been made regarding the print industry, today we’re going to debunk some of the myths about print marketing.

Print is not Environmentally Friendly

Not only is paper a renewable resource, but it’s also one of the only American industries that use over 60 percent recycled energy to produce its product.  The average American industry only uses about 10 percent recycled energy.  Paper-based marketing and digital marketing actually end up having almost identical carbon footprints; because print only has a one-time carbon footprint and digital’s carbon footprint is added to every time you interact with the digital message.  For example, burning one CD has the same footprint as printing a 100 page color brochure.

In addition to the ways that the print industry is already striving towards environmental excellence, there are a few other ways you can help — always recycle, consider buying recycled paper to print on or even use soy-based inks.  Similarly, when using your digital devices, always power down and unplug when not in use and dispose of your out-dated and used lap tops and other devices in a safe way — don’t simply through them in the trash to toxically decompose at a landfill.

Print cannot be Personalized

Through database management and variable data printing, print can be personalized through an effective and efficient process.  Additionally, personalized print is arguably more impressive than personalized digital message such as email — just think how many “personalized” emails you receive a day — now compare that number to how many personalized print messages you’ve received.  Print has the ability to stand out from the clutter.

Print is less effective than it used to Be

According to a Marketing Profs article,

“According to an International Communications Research survey, 73% of consumers said they preferred to receive printed mail announcements rather than email announcements from the brands that they like. Meanwhile, another survey commissioned by Two Sides showed that 70% of Americans said they prefer to read things on printed paper over a digital screen, and 67% said they liked the feel of print media over other mediums.”

Print is effective, it’s environmentally conscious and it reaches and engages and audience you may not be able to reach via your digital communication.

Timothy Freeman
President
Print & Graphic Communications Association