The Edit Blog

Who Said Print is Dead?

ARTICLE BY Ben Briggs
READ TIME: 2 mins
8th July 2020

Digital has been eating up print media like Pac-Man for more than two decades now and we’re constantly being told that print is dead. However the popularity of direct mail and successes of certain publications, suggest print may be very much alive and well.

COVID-19 has meant there are and will continue to be a lot more people at home right now. As well as the usual retired, over 60’s demographic who are home during the working week, there is now also the younger working audience who will be interacting with media at home, especially as they have more time on their hands.

Traditional media can be precisely targeted at an audience or geographic level, which means they can be run in tandem with other channels such as addressable TV. By creating a multi-layered campaign with sequential messaging, brands will see higher levels of response and ultimately a higher ROI.

Seemingly, there is still stigma around door drop mail, but there is great work being done by Joint Industry Committee for Mail (JICMAIL) and pushed by MarketReach to re-educate marketers and consumers alike.

Research from JICMAIL has revealed what our clients have known for a while: partially addressed mail (PAM) is a powerful new tool in the marketer’s toolkit. The stats prove that print marketing should not be underestimated in this increasingly digital world, especially post GDPR.

Print, and door drops specifically, benefit from tangibility, creativity, targeting, and the benefit of being delivered directly into consumers’ homes, driving high levels of engagement (as proven in the JIC Mail studies).

I’ll be exploring these issues and more in the forthcoming Intelligent Acquisition webinar, along with esteemed colleagues from Whistl, JICMAIL and The DMA.

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