is print really dead?

It’s hard to read the news these days without coming across an article predicting the demise of print publications, whether they are newspapers, magazines or books. But in practice, print publications are still an important part of our lives, whether for business or pleasure. We’ve heard about digital media killing print for so long now that it seems it must be fact, but research doesn’t back that up. In fact, a study by media consultant Martin Akel & Associates discovered some interesting facts about business publications and their readers.

The study showed that 93% of professionals said that they feel print publications are a desirable way to access information. That’s an overwhelming number. The top reasons they gave were:

• They’re portable and can be read anywhere, including while in transit.
• They’re a reliable way to be updated on my area of work.
• They’re tangible; I enjoy physically thumbing through them.
• They’re convenient.
• I spend too much time on a computer, so print is welcome.
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In fact, 71% of those same professionals said that, far from being too busy to consume professional media and information, they spend more time with all types of professional media than they did three to five years ago—demonstrating that they have time for all types of media, from print to digital.
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That’s why, although I always advise clients that digital advertising is an important part of their marketing plan, print is still a vital piece, as well.

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