I’m a Monty Python fan. One of my favorite scenes from Monty Python and The Holy Grail is the scene that references a time during the Black Plague where they would go through villages yelling, “Bring out your dead!” and residents would literally drag out their dead and thrown them on a heap. (I promise this post gets more upbeat from here) In the legendary Monty Python scene, one of the “dead” being thrown on the pile yells out, “I’m not dead yet!” to which the person carrying him replies with, “Well, he will be soon, he’s very ill.”
Which brings me to the state of print in our digital world.
Over and over I keep hearing that print is dead. For example, a while back I saw an article on ZDNet and it frustrated me. Here is a company who offers, “news coverage and analysis on the trends, technologies and opportunities that matter to IT professionals and decision makers.” The article targeted to IT decision makers was, “Digital disruption: Print advertising in ‘freefall’.”
With all due respect, print is not dead yet. I’d go so far as to say it’s not even ill. We do print projects all year long. And although it’s a smaller portion of our overall project mix, it’s still very much alive and well. In fact, in a meeting a little ways back, we were discussing a truly innovative print technology being rolled out by…The US Postal Service? Yep. Have a look for yourself: http://irresistiblemail.com/#/
Realizing their very business model depends on print not being dead, the USPS has rolled out an amazing technology that I liken to interactive paper. This is not driven by QR codes or some other awkward technology; it’s driven by creating an interactive experience using the printed piece in front of you and your phone. This group of jaded marketing professionals had a blast playing with it.
So if you think print is remotely dead, I’d challenge you on that. Poorly executed print is dead. Well-executed print stands out in our digital world. And clever use of integrating print and digital positively sings. Want some singing lessons? Give us a call.
P.S. for environmental concerns and whatnot, please don’t print this blog post.