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Print is Not Dead!

Posted on 8.26.2007

According to a new study by Deloitte & Touche, all of those who say the print medium is dead need to rethink things a bit. Their study, conducted in March 2007 by the Harrison Group and consisting of 2,200 individuals ages 13-75 shows that nearly three-quarters of respondents prefer a printed version of a magazine even if they could get the same information online.

And the advertising picture is interesting as well:  More than three-quarters said that online advertising was more intrusive than printed ads and nearly two-thirds said they pay more attention to print ads than online ads. And surprisingly, the Gen-X sector (ages 25-41) found online ads more intrusive (79%) than baby boomers (72%). Gen-Xers also paid more attention to print ads (67%) than boomers (65%). Maybe this is why Google has made a recent plunge into print advertising.

But that's not the complete picture. When asked what type of advertising caused a reader/user to visit a website most often among Gen-Xers, search engine results topped the list (87%), followed by a recommendation (85%), a TV ad (66%), then a printed ad (66%). The percentages varied a bit, but the succession of categories remained uniform across all the age groups, with the exception of Matures (ages 61-75) preferring a print ad over TV. 

From the results of this study, it appears the best strategy is a multi-medium approach to advertising. But, let's not jump to conclusions about the death of printed information. In fact, lets celebrate - you can start by getting your FREE subscription to Website Magazine, available in both print and digital formats.

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