For years, print media was overshadowed by the meteoric rise of digital platforms. However, the narrative of print being a “dying art” couldn’t be further from the truth. Recent studies and industry insights reveal a fascinating trend: print is not only surviving but thriving in today’s multifaceted media landscape. Here’s an in-depth look at why print remains a vital communication tool, supported by the latest data and insights.
Print on Demand: A Growing Industry
The print-on-demand (POD) market has been expanding steadily, catering to businesses and individuals seeking customisable, low-risk solutions. According to data from Printful, the global POD market size was valued at £4 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 26.1% from 2023 to 2030. This growth highlights the adaptability of print to consumer demands for personalised and sustainable products.
A significant driver of this growth is the e-commerce boom, where POD services seamlessly integrate with online stores to offer tailored solutions. With low inventory costs and rapid turnaround times, print-on-demand has cemented its place in the future of print.
Print as a Premium Medium
Unlike digital content, which is often transient and overlooked, print delivers a tangible, sensory experience that digital platforms cannot replicate. Greenhouse Graphics emphasises that print’s physicality fosters a deeper connection with audiences, making it a preferred medium for premium branding and high-value campaigns.
Additionally, companies are increasingly leveraging print for targeted marketing. Direct mail campaigns, for example, boast higher engagement rates than email, with studies indicating a response rate of up to 9%, compared to just 1% for email. This effectiveness is particularly notable in industries where personalisation and quality matter.
Sustainable Innovations in Print
One common misconception about print is its environmental impact. However, advancements in technology and materials have made it possible for the print industry to go green. Many printers now use recycled paper and eco-friendly inks, reducing the carbon footprint of printed materials. Companies like Greenhouse Graphics are leading the way in promoting sustainability within the sector.
Furthermore, the shift towards sustainable practices is not just an ethical choice but also a savvy business decision. Consumers increasingly favour brands that align with their values, and environmentally friendly print solutions meet this demand while maintaining high-quality standards.
Print’s Role in an Omnichannel World
In today’s omnichannel marketing strategies, print plays a complementary role to digital channels. When integrated effectively, print and digital create a cohesive brand experience that reaches diverse audiences. For example, using QR codes on printed materials bridges the gap between physical and digital, enabling seamless customer journeys.
A report from Print Monthly reveals that businesses that combine print and digital strategies see significantly higher engagement rates, reinforcing the importance of a balanced media mix.
Success Stories: Print’s Enduring Impact
Real-world examples of print’s resilience are abundant. From luxury brands using bespoke printed materials to enhance customer experiences to universities utilising printed prospectuses to attract students, the medium proves its value across sectors. Print is particularly powerful in education, where tactile materials enhance learning and retention.
One standout example is the resurgence of independent magazines. Titles that offer niche content and premium designs are seeing increased readership, demonstrating print’s ability to cater to specialised audiences while standing out in an oversaturated digital market.
Embracing Print’s Future
As these trends reveal, print is not just surviving but thriving by adapting to new market demands, technological innovations, and consumer preferences. From personalised print-on-demand products to eco-conscious practices, the industry continues to prove its relevance in a rapidly changing world.
If you’re considering adding print to your marketing strategy, now is the time. Explore Datum’s bespoke print solutions to elevate your brand. Our services include direct mail, point-of-sale displays, event materials, and more. Let’s create something remarkable together.
Sources
- Printful: Print-on-Demand Statistics
- Print Monthly: Positive Signs for Print in New Reports
- Greenhouse Graphics: Is Print as a Communications Channel on the Rise Again?
- Printful Blog: Is Print-on-Demand Worth It?
- Market Scoop: Print-on-Demand Statistics
