Print is not dead. Print and electronic media efforts can – and should – coexist. The two can work together to help enhance the reach and effectiveness of each other. Direct mail, posters, newsletters, calendars, and brochures can lead people to websites, videos, and social media sites — and vice versa.
How much you focus on which efforts may depend on a few factors:
- The age of your audience: Younger people will typically be more comfortable with electronic communication versus older folks who have used printed communication most of their work life.
- Where and how your audience works and lives: If customers have access to and use computers and smartphones or tablets during their daily lives, they may be more likely to look at electronic communications. If customers do not access electronics often, they may be more likely to look at printed communications mailed to them or displayed in locations throughout your community.
David Johnson, a journalism professor at the American University School of Communication, may have summed up the print versus electronic debate best when he wrote: “The smart answer isn’t putting digital or print first, but to put design and usability first, using each product for what they do best and let them do it together.”