News & events

The value of print

"Print is a channel that complements and contributes to many media mixes," says Mindshare Publishing's recent Long Live Print post.

The article, looking at The Drum's Paper & Print Focus, which canvassed opinions on the role of print in the digital world, says that "it is clear that print is and will continue to be an integral part of multichannel communications. It is not a case of either or...".

The Drum spoke to a cross-section of those operating in the print industries to discuss its value. These are some of the quotes from their discussion:

Graham Congreve, director, Evolutionprint, said: "Print is going through a transformative stage, as it always has done, but is still growing worldwide. Its massively important in all our daily lives."

Jonathan Mitchell, managing director, Arjowiggins Creative Papers, said: "When used intelligently and creatively print provides the opportunity for a beautiful, tactile and collectable object that will not only convey the desired message but has a strong potential to be kept and cherished."

Marian Thomasson, marketing manager, Antalis UK, said: "I think it’s fair to say that a world without print would be a pretty dull place. The role of print may be different to the part it has traditionally played in communications, but it’s clear that it still has an important place."

Andrew Harris, European & UK graphic arts customer marketing, Professional Print Solutions, Canon Europe, said: "Print can be the fulcrum of a multichannel marketing campaign and is an extremely effective communications tool."

Duncan MacOwan, head of new media and events, FESPA, said: "Print offers a powerful, vibrant way to speak to an audience while digital enables flexible content which can incorporate other elements such as audio."

Sources: Mindshare Publishing and The Drum

12/08/13

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