New Media Buyers; Alternative Communication Methods

The concern becomes that these younger buyers have a bias to the electronic alternatives, but why? The primary reason is the rise of the Internet as the method of choice to research almost anything a person or business is trying to purchase or find information about. Other reasons tend to deal with the non-flexibility of print. Once something is printed you can’t revise it without reprinting it resulting in the waste of your inventory. Unlike the Internet, print is difficult for just-in-time worldwide adoption. You have to ship or mail the printed pieces all over the world (push model) whereas with the Internet, people anywhere in the world can instantaneously access your web site (pull model) at their leisure 24/7 and get the information they desire. Still other reasons deal with the cost of printing, especially in cases when the printed matter becomes dated and must be thrown away. So in relation to the flexibility and interactivity of electronic-based communications, print is at some disadvantage.