With the growing content density in digital spaces, we rarely realize the utter power of print mediaPOPP DAPP
Notwithstanding the advent and dominion of ‘digital media, the print media industry stands robust at $287.87 billion in 2020 and $313.28 billion in 2021 at a compound annual growth rate of 8.8%. We might find it easy, convenient, and swift to click and get the information that we need, but the tangible experience of touching and filliping glossy pages is still incomparable. Technological advancements have brought us to a day and age of lightning-fast data and information transfer and have reduced the shelf life of a piece of information to minutes now.
We consume broadcasts, editorials, opinions, projections, and discussions throughout our day in the form of pictures, videos, and infographics. Technology also gives us the luxury to filter out the genres we want to get informed about. When we’re getting everything that we need on a click, what’s the need of purchasing stagnant and comparatively expensive media? To understand this, let’s get a bit deeper into the perspective. Let’s take the example of fashion magazines. How many of us get attracted to that booklet with vibrant images, articles & glossy papers? I think most of us. The major difference between a digital and physical footprint is the tangent of its connection.
DIGITAL AD FATIGUE
Just like ‘swipe & select fatigue’ amid millennials, ‘digital ad fatigue’ is another point that needs to be considered while getting into newer ways of advertising. With digital cookies following us everywhere with our digital footprint, it’s becoming tiring when we see or popped up with the same advertisements anywhere, we go (digitally). The fact that we can’t skip most of the streaming ads we’re shown, the experience of online information consumption at times becomes frustrating.
QUESTION MARK ON AUTHENTICITY
Companies, brands, e-shops, and services look usually have a similar interface and we can’t demarcate the authentic brands from the non-authentic ones. It’s all about digital presentation, graphic designing, and digital sense when we’re coming across a brand digitally. The brands that we already know have a different impact from the ones that are new to us. Pint media gives a certain sense of authenticity, trust, and personal connection to the readers.
HIGHER RECALL RATE
Human beings are the most complex creatures in this world. We’re constantly changing, adapting, and evolving with the changing situations and advancements. When it comes to stimulating the human brain and memory with content, it’s a huge continuum. We get to see people scrolling through thousands of pictures, videos, and content in a day, how much of it can they recall? 1%? 5%? Let’s say 10%. Most of the data that we see gets past our conscience and doesn’t even strike an emotion. When we talk about print media, it drives a higher sensory involvement and thus stimulates emotions and desires. We tend to remember something that we’ve seen, touched, and smelled (the smell of paper), rather than something that has a shorter screen time.
Due to a physical form, print advertising & media content has a higher shelf life & longevity than digital. People keep magazines stacked at home & offices and flip through their pages in their leisure time. How many of us save an advertisement that we see over the internet and revisit it? Quite a rare possibility.
Though both of these mediums can’t survive devoid of one another at a time when the digital footprint is as important as physical. But with the growing content density in digital spaces, we rarely realize the utter power of print media.