Is the printing press a thing of the past?

Is the era of the printing press coming to an end?

Highly doubtful. You hear people talk all the time about the age of technology killing print but until every household is outfitted with tablets, Google glasses become a daily wearable, and paper is non-existent printed materials will never be dead.

There is a lot of chatter that my generation, the Millennials, will be the last generation to completely experience printed materials as Generation Z, the first fully digital generation who does not know of a world without technology, emerges.

This is just simply untrue.

In order to kill the printing press every person on the planet would have to carry and have access to a technology driven device, be willing to adapt to 100% to a digital world, and refuse to purchase printed materials.

There is a happy world where both print and digital media can be married together to create an encompassed message reaching all target markets how and when they want to be reached. It is our job as marketing and PR professionals to bridge this gap.

Forbes in 2012 released an article listing several reasons why print is not dead. Almost three years later this article still holds truth.

Tangibility – A print piece is a physical thing. Magazines and newspapers can stay in houses or offices for months or years, while Internet ads can disappear into cyber space instantaneously.
Credibility – There is something about print that gives a sense of legitimacy. The saturation of popups and banner ads on the web can be overwhelming and the fear of spam and viruses is enough make people weary of clicking. There is no imminent danger in a print ad.
Branding – Print ads are excellent for solidifying your brand identity. Your ads should have a consistent aesthetic in terms of fonts, colors and types of images to establish brand recognition.
Target Marketing – Placing ads in publications such as specialty magazines can effectively reach niche audiences that may be more difficult to target online.
More Engaging – Consumers are more engaged when reading printed material, unlike websites, which are often skimmed in as little as a 15 second visit. A study shows that people read digital screen text 20% – 30% slower than printed paper. (Alshaali & Varshney, 2005)
Less Print Ads – With more and more businesses relying solely on the Internet for their advertising needs, the decline of print publication can actually be used as a marketing advantage. The publications are less crowded, allowing more room for your ad to shine, and possibly even cheaper prices for that ad space.
QR Codes – Placing QR codes on printed pieces is an excellent way to bridge the gap between print and web. When scanned with a smartphone, the QR code will take you to a homepage or a special offer page that lives on the web.

The only way the printing press will die is if we the people allow it to die. If we as business professionals walk away from the basics of marketing we are walking away from the printing press. And shame on us if we allow that to happen.

Resource: http://www.forbes.com/sites/thesba/2012/06/28/print-is-dead-not-so-fast/