Study and decide.

1. Is Print
DEAD?

2. Print’s Economic Footprint
Total United States printing shipments in billions:
2010 - $144.6 2011 - $145.1 2012 - $147.2
3.3% sales growth in 2013 is expected
on a nominal or non-inflation adjusted basis
There are more printing plants in the United States than McDonald’s
outlets, making America’s printing industry the most
geographically dispersed manufacturing industry
Printing employs over 840,000 in the United States
Stats above do NOT include silk-screen printing (banners, vehicles, etc.)
Source: The Value of Print By the Numbers

3. What’s Getting Printed?
73% of print dollar volume still produced by conventional printing
(sheetfed and web offset)
14% digital 13% ancillary (inkjet, graphic design, mailing, etc.)
44% intended to market, promote or sell products
36% communicate facts or editorial data
(magazines, newspapers, books and reports)
20% provide product logistics
(packaging, labels, wrappers and product user manuals)
Source: The Value of Print By the Numbers

4. Printing KILLS Trees!

5. Truth: Printing is ‘GREEN’
Primary raw material for paper is trees, which are a renewable resource.
The trees in North America used for paper production come from
well-managed forests or farms
Today the U.S. has 20% more trees than on 1st Earth Day, spring of 1970
Private landowners plant about 4 million trees every day,
which is 3-4 times more than they harvest
11% of world forests used for paper 28% lumber 53% fuel
63.5% of all U.S. paper consumed was recoverd for recycling in 2010.
Paper recovery for recycling has increased by 77% since 1990.
33% of paper comes from wood chips and sawmill scraps,
another 33% comes from recycled paper
Source: Down to Earth Series
Source: Print Grows Trees
Source: AF&PA
Source: Internationl Paper
Source: U.S. EPA

6. Our national fleet of data centers consumed 76 billion kilowatt-hours
in 2010 alone. But the paper industry, which some predicted would be
replaced by the computer age, consumed 67 billion kilowatt-hours from
the grid in 2010, according to the Census Bureau figures reviewed by the
Electric Power Research Institute.
Adverse health effects from producing an e-reader are 70 times worse
than producing a book.
CO2 emissions from making a CD are 4X higher than from printing
a 100 page, 4-color annual report.
In 2008, Americans generated 3.16 million tons of electronic waste and
50-80% of this waste collected for recycling is shipped overseas and often
unsafely dismantled.
Printing is the only medium with a one-time carbon footprint,
all other media require energy every time they are viewed.
Source: Facts and Figures on E-Waste
Source: New York Times
Source: “How Green is my iPad”
Source: ED #13, Balance, NewPage
Source: 2010 PrintCity Report on Carbon and Energy

7. The Killer Green Stat
Half of all consumers aren’t willing to pay more for green products.
53% said they weren’t willing to pay more for green products in 1990
and 51% in 2011
Source: Print in the Mix

8. But Digital
is More Effective
than Print… Right?

9. Digital versus Print: The Truth
Six out of ten deem Facebook sponsored stories misleading
A catalog lead costs $47.61, while e-mail comes in at $53.85 per lead
and the response rate to direct mail has consistently been
3X higher than e-mail
79% of total non-profit gifts come through direct mail, only 10% on-line
67% of online searches are driven by offline messages, with 39% of those
shoppers making a purchase
70% of Americans, including 69% of 18-24 year-olds, state they “prefer to
read print and paper communications rather than reading off a screen”
The majority of respondents (67%) say paper is more pleasant to handle
and touch than other media
70% of Americans prefer reading printed magazines versus the same
information online and 74% of college students prefer a printed textbook
Source: Two Sides Survey
Source: Print in the Mix
Source: DMA 2011 Statistical Fact Book
Source: 2011 Centrics Multichannel
Giving Benchmarking
Source: Student Watch 2010 NACS
Source: 2011 DonorCentrics Multichannel Giving

10. Milward Brown Case Study: Understanding Direct Mail with Neuroscience
Participants were shown digital and print materials promoting the same
ads and then had MRI brain scans conducted – some of the results:
Research strongly suggests that a greater emotional processing is
facilitated by the physical material than the virtual
Tangible materials leave a deeper footprint in the brain
Physical material involves more emotional processing,
which is important for memory and brand associations
Physical materials produced more brain responses connected with internal
feelings, suggesting greater “internalization” of the (print) ads

11. Research shows people learn more effectively from print than a computer.
Paper has major advantages in supporting annotation (a note of explanation)
while reading, quick navigation and spatial layout. This allows readers to deepen
their understanding of the text, extract a sense of its structure, create a plan for
writing, cross-refer to other documents, and interweave reading and writing.
Source: O’Hara, K. and
Sellen, A., Two Sides

12. Print Results – Direct Mail
In 2010 an investment of $1 in direct marketing advertising expenditures
returned, on average, $12.57 in sales. This high return on investment held
up across all industries.
73% of consumers prefer mail for receiving new product announcements
or offers from companies they do business with
as compared to 18% from email
40% of consumers say they have tried a new business after receiving
direct mail
Websites supported by catalogs yield 163% more revenue than those not
supported by catalogs and shoppers spend 13% more on websites when
directed there by direct mail than those who don’t receive a printed piece
Source: USPS Whitepaper
Source: The Power of Direct Marketing
Source: International Communications Research
Study
Source: Research by Mail Print

13. Angie’s List Prints a Magazine
Angie’s List is a great example of how successful companies leverage both
print and digital media. Companies are finding that a good way to get
noticed is actually through the physical world, whether it be print, in its
many forms, or print advertising.
The world of printing has and will continue to get more and more focused,
reserved for the best clients and the best prospects. That makes sense,
since print is a premium medium commanding a premium price, compared
to some forms of digital media. Of course social media, email, blogs,
websites, radio, TV and mobile devices will have a role to play in branding
and disseminating information. However, you will be hard pressed to find
any company using just one communication channel.

14. The Killer Quote
“The only thing that distinguishes you in a digital world
is print.”
Source: Bob Sacks,
contributing writer for
What They Think?