Print Will Stay Afloat During Turbulent Storm —Michelson

Even our standing against other media is cause for some optimism. Just as radio stations are still proliferating and profitable, long after radio’s predicted demise with the advent of television, printed communications seems to have taken on a newfound aura in a world awash with electronic information overload. As we all know, there’s still nothing more powerful than holding a colorful, well-designed printed piece in your hands in comparison to the user experience of peering at a computer monitor, e-reader or PDA. Buyers of our services in different market segments all seem to agree. Catalogers still see the business value of targeted printed catalogs, including their ability to drive eyeballs to a Website. Niche magazines remain popular, even among the video game generation that shuns reading. Transpromotional printing, which marries personalized marketing messages with printed bills and statements, is predicted to grow exponentially. Savvy marketers also realize the intrinsic value of a print component in successful cross-media campaigns.