We’re told that the way we consume media has shifted dramatically. Thanks to broadband, smartphones and social media, there’s no place for print anymore. New beats old. Online beats physical. Short-form beats long.
You can’t go a week without a formerly renowned title closing down or forced to go free (FHM, NME, London Evening Standard, Company and many more). It’s been reported that the amount of time young people spend online has more than doubled in the past 10 years. YouTube vloggers are the new celebrities.
The message is clear: print media is dead. I, however, disagree. In an increasingly hectic online world where brands struggle to cut through the noise, clients still place an extraordinarily high value on PR coverage in print media.
The majority of our clients jump for joy when we secure a double-page editorial spread in a reputable print title. Even digital-only companies are easily seduced by the prestige of a print piece. This despite the fact they might not benefit from a direct, trackable link through to their website.
Although online coverage is always welcome, there’s something special about the tangible quality of print. Even from a cultural and evolutionary viewpoint, the written word (be it physical magazine, book or newspaper) still carries more authority and impact than media consumed on screens.
The reasons to believe in print are manifold.
Someone reading a print article is less easily distracted by a suite of content fighting for their attention. Print is free from irritating pop-ups and link bait headlines.
Print articles are also less likely to be flicked through quickly, like on smartphones as readers kill time while on the go. Print has a scent, touch and sound. This multi-sensory experience triggers a variety of emotions within the brain, creating a more memorable experience.
Print magazines can also be collectors’ items. I know plenty of women, including myself, who stored piles of Vogue issues when growing up. For the design, architecture, interiors, fashion and art worlds, print gives huge scope for the presentation of beautiful, glossy imagery that online platforms simply can’t do justice.
From a news point of view, seeing the layout of a newspaper is a great way to give readers an idea of which stories are at the forefront of the news agenda, based on allocated space and location.
Clearly online media will continue to grow, improve and dominate. Immediacy, shareability, virality, video content and endless space are all reasons why online reporting will continue to thrive, but only if publishers can figure out an effective way to make money.
But there remains an important place for print media. Crucially, the two can co-exist and support one another. There are pros and cons for using online and print media from a brand PR point of view, so it’s important not to forget either when developing clients’ media strategies.
Claire Wood is account director at Lexis
This advertisement feature is paid for by the Marketing Agencies Association, which supports the Guardian Media & Tech Network’s Agencies hub.
