The print industry has gone through some of the most turbulent times in its existence throughout the past decade and a half, threatened by the rise of digital publications, information and processes that has been speedy to say the least. Although it seemed as though the sector would scale down to a minimal size and not be populated by the giants that once had such a major position in the business world, the latest research indicates that the decline has slowed substantially in the past two years.
Ebook sales and demand are beginning to drop across a wealth of categories, with consumers showing that they still prefer paper books relatively commonly – perhaps even more so than they did a few years back. Businesses are beginning to understand the value of a wealth of paper products and assets as well, further stimulating a return to normalcy with respect to print industry demand and maybe indicating that a new era of growth is right on the horizon.
If these trends prove to be steadfast and consistent, it might be advantageous for both patrons of the print industry and the businesses therein to begin going back to the basics, as demand appears to be flowing in this direction. Rather than trying to compete with digital assets and companies, it might be wisest to focus on the components of print that are most highly demanded autonomously from the Internet and other electronic processes.
Loving the old
Firstly, it is important to remember that older generations continue to take up a significant portion of the corporate purchasing community and consumer market, and individuals therein have proven to still prefer newspapers, books, marketing communications and more in print form. One example of this is traditional mail marketing campaigns, which come with sizable conversion rates when compared to many of the most popular digital advertising strategies.
Next, keep in mind that only focusing on the separation of one entity from another will not yield the same results as building a strong strategy that is at least mostly informed and guided by internal objectives, corporate missions and the like. This means that companies which are going back to the basics in the sales and marketing communications strategies through print assets might want to entirely formulate the associated plans in accordance with their own goals rather than simply trying to trounce competitors.
Furthermore, the trend in print that has been marked by a steadily slowing decline in demand indicates that the industry might be set for new life, and having the basic, fundamental principles of paper-based publications will be critical to capitalize on the preferences of consumers and corporate purchasers. As such, capitalizing on the old ways and the fondness of many individuals for the basics of printing might be more advantageous than only trying to compete with the new, as digital activities are not going anywhere.
The balancing act
In many cases, companies can often get a significant leg up on building an adequate paper-based marketing, sales or other strategy by ensuring consistency among channels platforms and mediums. This would be characterized by a print strategy that works well autonomously and maintains cohesion within itself, but also plays off of the successes of digital investments and programs that are performing well.
For many businesses, this will be somewhat of a foreign pursuit given the relatively low use of print products that has been taking place for several years now. After all, the economic recovery has led to an explosion of new business starts since the end of the recession, and many of the leaders managing these firms might have never truly used print items for their business processes.
By leveraging the support of an experienced, reliable and dynamic print provider, companies will often have a better chance at getting the most out of every asset and investment, safeguarding returns and reducing the risk of wasteful spending in the process. Any time a business owner or manager is not entirely comfortable with his or her ability to craft a sound strategy and execute each of the points, professional service vendors often represent the best path forward.