Study: Print Products Most Threatened by Digital Media

• Print intended to market, promote or sell various products, services, political candidates, positions or ideas—catalogs, direct mail and brochures.

Of the three functions, only one—print logistics—is not subject to competition and substitution by digital media. Conversely, print’s “inform or communicate” function is subject to the highest risk of substitution from digital media. Print as a marketing, promotion and sales media appears to be in the middle.