In a world dominated by screens and pixels, a remarkable shift is taking place – the triumphant return of print media. You heard that correctly—the marketing landscape is taking an interesting plot twist toward ‘classic’ methods. And… we have the studies to prove it!
In this blog, we’ll explore print’s growing popularity, and the role of print companies in the future of UK marketing strategies.
Understanding Consumer Preference for Print Media
According to the recent Two Sides Trend Tracker Survey that compared public attitudes and preferences toward print and digital media, consumers all over Europe continue to have a strong and growing reverence for printed material.
Key Findings of the Two Sides Trend Tracker survey
Consumer Preference for Print
More readers than ever are choosing to embrace traditional print media. The study has revealed that Europeans are increasingly opting for physical copies of books, magazines, newspapers, catalogues, and even bills and personal health information. The survey found that preferences for print have risen to incredible levels, with a whopping 65% now stating that they prefer printed books, up from 53% in 2021. Magazine lovers also showed a preference for print, with 51% indicating they prefer a hard copy over digital, up from 35%. The trends for newspapers and catalogues reflect a similar shift, with preferences for print reaching 31% and 33%, respectively. Even in the digital age, ‘old-fashioned’ paper still has a place in our hearts.
Getting Back to Pre-Pandemic Reading Habits
During the pandemic in 2020-2021, most people opted for digital devices to satisfy their reading interests. They switched from reading print on paper to accessing various categories of digital content such as newspapers, magazines, books, catalogues, bills, and statements, including personal health and tax information. However, a recent shift in consumer preference reveals the opposite trend. Print is once again becoming the preferred choice for reading material, with a significant increase in demand noticed over the last 18 months.
Print media continues to have an enduring allure across the global market. That being said, no one should ditch their digital strategy altogether. Instead, we must envision a future where print and media work together, helping marketing agencies and UK brands get the most of both worlds.
Leveraging Print Services in the UK: A Balance of Print and Digital
Let’s take a closer look at how businesses can strike a balance between print and digital and harness their combined power:
Coexistence for Greater Impact
Print excels in providing a tactile and sensory experience, fostering credibility, and creating a lasting impression. On the other hand, digital media offers interactivity, real-time communication, and precise targeting capabilities. Combine the tangibility of print with the dynamism of digital to engage your audience effectively.
Integration is Key
QR codes or personalized URLs (PURLs) on printed materials can drive traffic to specific landing pages or facilitate online interactions. Embed social media icons in print ads to encourage digital engagement and extend the reach of your campaigns. By intertwining both mediums, you can create a multi-dimensional marketing approach that amplifies your message.
The Future of Print Services
Print services in the UK are thriving, with industry players meeting diverse demands. By finding the right balance between print and digital, businesses can tap into the power of both mediums.
Embrace the print resurgence and consider incorporating it into your marketing strategy, to connect with consumers & businesses in a tangible and impactful way. Get in touch with the bakergoodchild team.
