Print Media

Boost the Strength of Your Content Marketing

Strength of Your Content Marketing

Do you remember what life was like before the Internet?

When you think about it, the Internet hasn’t been around all that long. But it is so intertwined in our lives that it’s hard to imagine it ever not being here.

Long gone are the days when you’d be watching a television show, see a familiar face on the screen, and find yourself futilely trying to remember that actor’s name. (“Oh, it’s that guy. He’s been in tons of stuff, but I can’t think of his name or where else I’ve seen him before!”) Now, while you’re sitting on your sofa, you can just pull up the show’s IMDB page on your smartphone and find information about “that guy”—as well as about every other cast and crew member involved with the show!

Gone, too, are the days when doing research on a subject required a trip to the library to spend the afternoon looking through encyclopedias and other hard-copy texts. Thanks to the Internet, a wealth of knowledge is just one click away. (And often, that one click leads to another click, which leads to another, and to another . . . )

We live in a golden age of information sharing. It is truly amazing to consider just how much is out there. But how can we process it all without getting overwhelmed? The short answer is “we can’t.”

Last year, the business data management company Domo calculated how much online data was being produced every minute. The numbers are staggering:

  • 277,000 tweets on Twitter

  • 2,460,000 shares on Facebook

  • 204,000,000 sent e-mails

  • 4,000,000 searches on Google

  • 3,472 pins on Pinterest

  • 216,000 posts on Instagram

Can you imagine seeing that much content in one minute, much less actually comprehending it? Even over the course of an entire year, a single person couldn’t begin to process that much data!

People see a lot of stuff on their screens every day—and most of what someone encounters isn’t relevant to his or her interests. As more and more information is produced on an ever-increasing number of channels, it becomes increasingly difficult for signals (useful information) to cut through the noise (useless information).

Consider, for example, the most popular social media site in the world: Facebook. A tremendous amount of data moves through Facebook’s one billion registered accounts each day. The leader of the company’s ads marketing team, Brian Boland, explains:

On average, there are 1,500 stories that could appear in a person’s News Feed each time they log onto Facebook. For people with lots of friends and Page likes, as many as 15,000 potential stories could appear any time they log on.

In order to make it more likely that users see the posts that are most relevant to their interests, Facebook employs some fairly sophisticated computer algorithms. Rather than see everything that’s produced by their friends and by the companies and pages they like, users see a curated selection of that content.

Unlike Facebook, though, most of us don’t have an army of programmers at our beck and call. So the challenge for marketers who want to reach their audiences via social media is to find other ways to help their signals stand out from all the noise.

Volume is one way to accomplish this: if you put your content out there in a large enough quantity, it’s bound to get seen, right? Perhaps. But it’s also very likely to be ignored, especially if your competitors have the same idea and also increase their output. Also, there’s a fine line between saturating your market and oversaturating it—and once you cross that line, you run the risk of annoying your audience to the point of alienating them. Some marketers who realize that have turned to a “new” media that’s actually been around for a long time: print.

Print magazines in particular have a proven effectiveness in helping companies cut through the noise. By their novelty (in comparison to digital media), print magazines stand out and can therefore make a lasting impression with their audiences. Their format enables more targeted communication, and the staying power they have as physical objects increases both the reach and the duration of that messaging.

Rather than jump on the Internet marketing bandwagon with everyone else, why not forge a different path and give print a try?

 

Print is Back, Baby!

Print Marketing

The numbers are in and the main media outlets agree with us: print is back, baby!

Even as e-readers surged in popularity over the past decade, they never dominated the media market and in fact e-book sales have actually fallen lately. A recent New York Times article, “The Plot Twist: E-Book Sales Slip, and Print Is Far from Dead,” points out that “while analysts once predicted that e-books would overtake print by 2015, digital sales have instead slowed sharply.”

In short, even as pundits were busily crowing about the demise of print media, it has remained very much alive and kicking.

The rise in pricing for some e-books accounts for some, but not all, of the downward trend in e-books. Another noteworthy factor—and one that applies to digital media across the board, not just to e-books—is that many people just like paper better. In fact, research indicates that at least one demographic group that might be expected to skew toward digital media, “young readers who are digital natives,” actually “still prefer reading on paper.

Why?

I’ve covered this territory here before, explaining how print communications are more memorable than digital ones, not least because of the ability of words on paper to connect with and engage readers more than blips on a screen.

But don’t just take my word for it (or put all of your faith in what scholars have said on the subject). Think about your own relationship with print. Even if you are a diehard e-book reader, I bet you still have some paper media around that means something to you.

Your marriage certificate, a birthday card your kid made for you, the handwritten notes your dad packed in your school lunches during your childhood, ticket stubs from a concert by your favorite band, newspaper clippings about when your team won the championship game—those are the kinds of things you keep and treasure. But how often do you dig through your e-mail to find the link to the online e-card someone sent you a couple of years ago? When is the last time you found a digital communication to be deeply meaningful to you?

Think of a particular medium as a vessel for a message. It’s the container that communicates something from the author to the reader. And as Craig Mod points out:

Containers matter. They shape stories and the experience of stories. Choose the right binding, cloth, trim size, texture of paper, margins, and ink, and you will strengthen the bond between reader and text. Choose badly and the object becomes a wedge between reader and text.

Digital media has been amazingly effective at reaching large numbers of people quickly, easily, and inexpensively. But what good is that reach if it has no lasting effect and endures only briefly? Or if it never meets its target at all but rather gets drowned out in an electronic cacophony of countless other messages competing for attention?

If you’re taking the time to craft a message, then make the effort to communicate it effectively. Before you send your words out into the world, be sure to choose the best container for them.

How to Build Stronger Connections: Pick Up a Pen

Use the written word to Build Stronger Connections

People may not remember what you did or said, but they will always remember how you made them feel.

—Maya Angelou

Humans have been writing letters to each other for millennia. Handwritten correspondence occupies a special place in our hearts and in our culture at large. Not only do we write letters, but we save them, too. The oldest existing letters we know of, for example, are the Amarna clay tablet archives, which were written by Egyptians during the 13th century BC. We also treat our handwritten notes as treasures, even devoting museum exhibits to them, for example. And we fill empty shoeboxes with handwritten love letters, holiday cards, and postcards from far-off places.

Does anyone do that with e-mail? Not really. We don’t call up an e-mail years later and read it with the same tenderness we feel toward handwritten notes. In fact, we often permanently delete e-mail after dealing with it (especially as more and more people aspire to achieve “inbox zero”). So I think it’s safe to say that no, e-mail doesn’t have the same attraction and endurance as handwritten correspondence.

True, e-mail hasn’t been around for very long yet. So I suppose you could say that the jury is still out on its long-term appeal. It is possible that one day e-mail could surpass handwritten notes in popularity—once it’s been around for a few thousand years, perhaps.

Honestly, though, I don’t see that happening. Why? Because e-mail can’t hold a candle to handwritten correspondence in terms of emotional impact and sentimental value.

The big reason is haptics. We interact with hard-copy texts in a much different way from how we interact with electronic texts. We engage with print more closely and we remember it better. It has staying power and impact—in both our hearts and our heads—that dwarf anything e-mail can accomplish. (As I pointed out last spring, I still have a two-year-old handwritten note from my daughter posted on my wall—but I’ve yet to print out and save a single text she’s sent me.)

The other reason is that people appreciate handwritten letters, and that appreciation can translate into connection. When Douglas Conant took over as CEO of the then-beleaguered Campbell Soup Company, he realized that the company’s success depended on improving the company culture. So he set out to do that—by hand writing notes of encouragement to every single employee. Over the course of ten years, he wrote about 30,000 letters. Those letters resonated with the employees so much that now, decades later, many of them count their letters from Conant among their prized possessions. The fact that the CEO cared enough not just to write a letter but to take a fair amount of time to write it by hand had an unforgettable emotional impact on those employees.

So what does this mean? Because a handwritten letter can carry far more impact beyond its content, consider breaking out a pen and a piece of paper the next time you want to communicate with someone in a manner that builds an emotional connection. Instead of dashing off quick e-mails to clients after meeting with them, take the time to handwrite thoughtful notes to thank them for their time. Your effort to connect with them in this meaningful and personal way definitely won’t go unnoticed.

“Pickls” and Post-its: The Staying Power of Print

The Staying Power of Print

When I walked into the office today, my gaze landed on a yellow Post-it note that’s been stuck on the wall next to my desk for well over a year:

i Love my Dad more then Pickls

My daughter, who is a huge fan of pickles, wrote that two years ago, and I still smile every time I see it.

She now knows how to spell pickles correctly. She still writes me cute notes every once in a while, but now she sends them as texts via an app on her Kindle. Seeing that Post-it this morning make me realize that I haven’t printed or saved any of them—not even the ones loaded with emoticons. What does this say about the relative value of analogue connections?

Even though the Internet and digital media enable us to connect more easily with friends, family, and customers anywhere in the world, those connections have a different “feel” than those with a physical component, such as face-to-face meetings, handwritten letters, and high-quality printed marketing pieces that arrive via snail mail.

The theory of haptics goes a long way toward explaining why we interact with print differently from how we interact with digital media. We pay attention to and engage with print more than we do with digital, too. And when compared with digital media, physical items have unrivaled staying power in our lives. We cherish the Post-its and birthday cards but often delete texts without a second thought.

That’s why, two years after my daughter wrote it, I still have the little square of yellow paper with her handwritten comparison of me and “Pickls” on it. That’s why people have shoeboxes full of old love letters. That’s why, even in this age of quick and easy photo sharing through Instagram and Facebook, people still love to send—and receive—printed vacation postcards.

And that’s why well-designed, high-quality print media such as branded magazines can have a huge positive impact on your communication efforts. People connect with print. And as I’ve pointed out before, “Magazines have staying power—both on people’s minds and on their desks.”

True, branded magazines rarely include heartfelt sentiments about parents and preserved vegetables. But they do contain information that’s of value to your customers and prospects—and it’s delivered in a format that’s appealing, engaging, and memorable. If you give branded magazines a try, you may find that you like them just as much as (or even more than) you like “Pickls”!

 

 

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A Cognitive Analysis: The Advantages of Print over Digital Media

Magazine-Roll-Isolated-On-Whit-.jpg

With e-mail, e-books, and e-everything dominating the communications landscape, many pundits have gone so far as to announce “Print is dead.” Such a declaration, however, is not only premature but downright wrong.

Sumerian cuneiform, Chinese calligraphy, Irish illuminated manuscripts, movable type, web presses—for centuries, people have used hard-copy formats to document their lives and communicate their ideas. Over the past couple of decades, though, digital formats have been in ascendance. “Thanks to the Internet and its medium of digital text accessed via personal computing devices,” points out Barry W. Cull, “most people are reading very differently today than they were in the very recent past” (2011).

Two main factors have motivated the trend toward digital: cost and ease. With their low up-front costs and simple-to-use distribution modes (particularly in this era of user-authored social media, blogs, and e-mail lists), digital formats have very wide appeal. Small companies consider them a “first step” marketing tool, and larger companies incorporate them into big-budget, multipronged outreach campaigns.

Companies that neglect print do so at their peril, however. Print continues to have a reach and accessibility unparalleled by digital efforts—a topic that researchers in many fields have been investigating for several years.

Different Modes of Interaction

Ziming Liu is one of many researchers who have extensively studied how people use documents. In his recent book on the subject, he offers a detailed comparison of how people interact with print media versus how they interact with digital media. “Electronic media tend to be more useful for searching,” he writes, “while paper-based media are preferred for actual consumption of information” (2008: 54). In their work, he and many other researchers have highlighted several areas of difference between the two forms.

Haptics

Unlike digital media, printed works have a tactile element and thus are conduits for communication through touch, known as haptic communication. People hold printed material in their hands, turn pages to move through the content, and physically interact with printed works in numerous ways.

In his seminal review of the differences between print and digital media, Andrew Dillon writes that “paper is an information carrier par excellence and possesses an intimacy of interaction that can never be obtained in a medium that by definition imposes a microchip interface between the reader and the text” (1992: 1298). Although technological advances keep improving the functionality of digital media, that format still lacks the physical intimacy of paper—a shortcoming that explains, in part, why print is still a major player in the communications field.

Even though many newspapers and magazines have online versions of their publications, printed copies continue to be in high demand—despite the fact that hard copies cost money and digital copies either have reduced fees or are completely free to readers. The former editor-at-large of Slate, Jack Shafer, wrote an article about his print-to-digital-then-back-to-print conversion that echoes the experiences of many media consumers. One reason for his return to the print edition of his favorite newspaper: haptics. He writes, “I started missing the blue Times bag on my lawn and the glossy goodness of the Sunday magazine” (Shafer 2011).

Navigation and Topography

Numerous studies demonstrate that people respond differently to text on screens than to text on paper, and that these responses are subsconscious—maybe even “hard-wired” into our brains—and not simply a matter of age-based opposition to new and different things. In a Scientific American article titled “The Reading Brain in the Digital Age: The Science of Paper versus Screens,” Ferris Jabr highlights recent research in information science, neuroscience, psychology, computer science, and other fields on how people process information they read on paper versus how they process information they read on screen. He points out that “such navigational differences may subtly inhibit reading comprehension,” adding that “compared with paper, screens may also drain more of our mental resources while we are reading and make it a little harder to remember what we read when we are done” (2013).

Ziming Liu’s research also indicates the importance of a text’s physical “geography” in helping readers navigate it:

Flipping and scanning (a reading pattern associated with printed documents) is not only a means for locating information in a document, but also a means to get a sense of the whole text. Scrolling on a computer screen does not support this mode of reading and information processing. Readers tend to establish a visual memory for the location of items on a page and within a document. Scrolling weakens this relationship. (2008: 55)

Although not all scientists are in agreement on this subject, most studies indicate that people retain paper-based information better than what they read on screen.

The “chunked” layout of onscreen text often makes it easier to parse, but its lack of physical “landmarks” makes overall comprehension more difficult. Consider how often a reader comes across a long article posted online somewhere and prints it out to read it because he or she feels that onscreen reading would limit understanding or remembering of the content. Being able to flip back and forth between pages, to hold a physical item that changes appearance as one moves through it (e.g., early in a book or magazine there are more pages on the right, and as the reader nears the end his or her progress is marked by a stack of pages on the left), and to refer to the printed item’s topography to find information in it are all print features that onscreen media lack.

Making Connections with Readers

Neuroscientists, too, have examined the differences between print and digital media. In a recent study conducted for the UK Royal Mail, Millward Brown cites a study that used functional magnetic resonance imaging (fMRI) scanning to examine brain responses to stimuli. The study found that

greater emotional processing is facilitated by the physical material than by the virtual. The “real” experience that the physical media provides means it’s better at becoming part of memory. It generates more emotion, which should help to develop more positive brand associations. The real experience is also internalized, which means the materials have a more personal effect, and therefore should aid motivation. (2009: 3)

Joel Geske and Saras Bellur, too, found that the “flicker” effect of electronic screens affects readers’ attention much more than print media, writing that “subjects had to in effect, ‘work harder’” to read onscreen text than to read print material (2008: 418). This greater effort can make engagement difficult to achieve—and make readers less likely to try to achieve it.

The hypertext that gives digital media users immediate access to vast quantities of information makes it more difficult for users to remain engaged with a primary message. The nonlinear aspect of digital media “may also affect sustained attention and contributes to more fragmented reading, since each page has to compete with many other pages for a user’s attention” (Liu 2008: 60). The nonlinearity of digital media as well as the ease with which its readers can move quickly and repeatedly among several electronic elements leads to a reading experience characterized by “online multitasking and lack of cognitive focus” (Cull 2011). Similarly, surveys by Ipso MediaCT found that “while initial access [to digital media] is considered ‘easy,’ finding [one’s] way around is more ‘confusing’” (2011). And literacy researchers have found that the scrolling and clicking required to negotiate a digital text actually distance readers from the content (Mangen 2008).

Ultimately, It’s all about engagement. No messaging is effective unless it engages—and sticks—with its audience. By most measures, print has a leg up on digital media in this regard.

Attention and Engagement

Following up on Geske and Bellur’s findings on print’s ability to establish attention better than computer screens, Schijns and Smit conducted their own study that examined how people engaged the same content that was delivered in print and on a digital screen and found that readers in their own surveys spent about twice the time with content in print form than they spent with the same content in digital form (2008). Increased attention is linked to better recall, and researchers in the School of Communication and Journalism at the University of Oregon, in their study of how readers interact with the same material in print and digital forms, found that those who read print versions remember the content much better than those who read digital versions (Santana et al. 2011).

And when people read texts—particularly those they want to remember—they often annotate or highlight them. Liu’s research finds that those two practices, which are mainstays of interactions with printed texts, don’t have real analogues in the digital setting (2008: 61). “It seems that many people search or browse digital documents,” he writes, “but when they need to have in-depth reading of some documents, they will print out and then annotate printed documents” (2008: 62). Although some digital annotation is possible, it still has a fairly low adoption rate. The inability to annotate easily (or even at all, in some cases) decreases some readers’ absorption—and retention—of content.

According to Gerlach and Buxmann, cognitive dissonance theory explains why many people fail to fully adopt—or even engage with—digital media over print: because they can’t engage haptically with digital media in the same ways they’re accustomed to engaging with print media, many people fail to achieve optimal efficiency and connection with digital media (Gerlach and Buxmann 2011). And where engagement is lacking, it’s much more difficult for messaging to get through.

Solutions

Clearly, there are tremendous advantages to using print media—both as a consumer or customer of marketing and as a marketer. But for some reason it remains the neglected cousin of digital media. What can be done to change this?

First, marketers must educate the public about the better engagement afforded by print than by digital media. According to the 2013/2014 MPA Magazine Media Factbook, for example, “the average [magazine] reader spends 40 minutes reading each print issue” (2013: 13)—an attention rate far better than interactions than that obtained by Internet- and television-based media.

Second, marketers must increase awareness of the customization options available for print. A strong misconception prevails that the only cost-effective customization possible comes via digital methods. But print can have content, format, and distribution that are just as customizable as what’s possible with digital media.

Take custom and branded magazines, for example, formats that have seen steady increases in per-issue circulation numbers over the past few years as more organizations recognize their effectiveness (Qu 2013). In his research on using these publications to build customer loyalty, Fred Bonner describes their flexibility:

Modern printing techniques have introduced the concept of the personalized magazine. By segmenting a database, multiple versions of a publication can be targeted at customers with a particular profile (e.g., using insert modules, selective sections). This is an important development, as the magazines are bound in a way that allows different groups of customers to receive different editions. (2004: 149)

Thanks to technological advancements that continue to drive down costs, custom printing is become a more affordable option in the direct marketer’s toolkit (Schijns 2008). When both production costs and return on investment are factored, print can be just as cost effective (or even more so) than digital.

As digital media increasingly pervade peoples’ lives, their effectiveness as communication tools is increasingly compromised: flooded daily with digital content, people are ignoring much of it. When content providers ask themselves, “How much digital content do people even notice? How much do they remember?” they’re finding that often the answer to both questions is “not enough.” During Shafer’s year-long relationship with the digital-only version of The New York Times, for example, his discovery that “going electronic had punished my powers of retention” (2011) compelled him to return to print.

Ziming Liu points out, “In the information-abundant world, attention becomes a scarce resource. People tend to be more selective when they face an overwhelming amount of information” (2008: 60). Organizations that understand how difficult it is to catch (and keep) attention—and choose solutions that best mitigate those difficulties—will be most successful at reader engagement. The more attention readers pay to content, the more they engage with it and remember it. And the best way to engage those readers? Put it in print!

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References

Bonner, Fred. (2004) “Customer Magazines: A Tool to Create Loyalty.” In Content and Media Factors in Advertising, edited by Peter Neijens, Constanze Hess, Bas van de Putte, and Edith Smit. Amsterdam: Het Spinhuis Publishers.

Cull, Barry W. (2011) “Reading Revolutions: Online Digital Text and Implications for Reading in Academe.” First Monday (16: 6), firstmonday.org/ojs/index.php/fm/article/view/3340/2985.

Dillon, Andrew. (1992) “Reading from Paper versus Screens: A Critical Review of the Empirical Literature.” Ergonomics 35(10), 1297–1326.

Gerlach, Jin, and Buxmann, Peter. (2011) “Investigating the Acceptance of Electronic Books: The Impact of Haptic Dissonance on Innovation Adoption.” European Conference on Information Systems (ECIS) 2011 Proceedings, Paper 141.

Geske, Joel, and Saras Bellur. (2008) “Differences in Brain Information Processing between Print and Computer Screens: Bottom-up and Top-down Attention Factors.” International Journal of Advertising 27(3), 399-423.

Ipso MediaCT. (2011) “Tomorrow’s Readers: Keeping the Audience Engaged.” Breakfast briefing seminar, 13 September 2011, London.

Jabr, Ferris. (2013) “The Reading Brain in the Digital Age: The Science of Paper versus Screens.” Scientific American, 11 April 2013, www.scientificamerican.com/article/reading-paper-screens/.

Liu, Ziming. (2008) “Reading Behavior in the Digital Environment.” In Paper to Digital: Documents in the Information Age, by Ziming Liu. Westport, CT: Libraries Unlimited.

Mangen, Anne. (2008) “Hypertext Fiction Reading: Haptics and Immersion.” Journal of Research in Reading 31(4): 404-419.

Millward Brown. (2009) Using Neuroscience to Understand the Role of Direct Mail. http://www.millwardbrown.com/Libraries/MB_Case_Studies_Downloads/MillwardBrown_CaseStudy_Neuroscience.sflb.ashx.

MPA. (2013) 2013/2014 MPA Magazine Media Factbook.

Qu, Anna. (2013) “At Nearly $44 Billion, New Survey Shows Rise in Content Marketing Budget.” Custom Content Council press release, 4 April 2013.

Satana, Arthur D., Randall Livingstone, and Yoon Cho. (2011) “Medium Matters:

Newsreaders’ Recall and Engagement with Online and Print Newspapers.” Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Newspaper Division, 10 August 2011.

Schijns, Jos M.C. (2008) “Customer Magazines: An Effective Weapon in the Direct Marketing Armory.” Journal of International Business and Economics 8(4), 70–78.

Schijns, Jos M.C., and Edith G. Smit. (2010) “Custom Magazines: Where Digital Page-Turn Editions Fail.” Journal of International Business and Economics 10(4), 24–37.

Shafer, Jack. (2011) “Print vs. Online: The Ways in Which Old-Fashioned Newspapers Still Trump Online Newspapers.” Slate, 19 August 2011, www.slate.com/articles/news_and_politics/press_box/2011/08/print_vs_online.html.

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