Mixing With Marketers --Sherburne

Print's Important Role

These are positive words for the printing industry if we, as an industry, shift our focus to what matters to customers, especially at the marketing executive level, and work to meet those needs. It means that marketers are starting to question the tilting of the media mix to all digital. Inside of that, though, there is a need for us to clearly understand the new role of print in the media mix. And, it is a new role. We can't be defensive about it. Too often I hear people say things like, "Print is valuable because you can fold it up, put it in your pocket and take it with you," or something similar. This misses the point entirely. I can put my Blackberry or iPhone in my pocket and take a lot more with me!