Autos didn’t wipe out horses. Movies didn’t finish theater. TV didn’t destroy movies. E-books won’t destroy paper and ink.

Another point here in line with what the guest is saying about print is that some people will never be that comfortable going online and entering their information into web forms. They much rather call up someone and have their question answered. My take away is to continuously market on different trackable mediums including print and as time goes on, drop off those mediums with poor results while doubling effort on those that work. Also remember to replace those mediums you dropped with new trackable ones.

It's all about the right message in the right format, for the right audience. How does your audience get their information? That's where you want to be.

I do not think the internet has killed print.

I believe we are looking at this in the wrong manner and jumping to conclusions a little bit too early. Rather, we need to look at the challenge the internet presents to print, and how publications can overcome this. We live in a society that wants everything instant, but for print media to survive the consumer must be patient. However, the producers must act fast.

I wrote about this much more extensively this past week, on my blog. Here is the link: http://jpearlstein.wordpress.com/2010/06/10/print-media-is-not-dead/

Thanks, Josh. Appreciate the insights.

Any small to medium business that wants to survive in this market place and economy will have to be available in multiple platforms of advertising. Multi-generational shoppers and consumers demand it - be where they are looking and win - don't be there and loose. This includes Directional like Yellow Pages, online yellow pages as well as digital media like search, social media etc....

Thanks for the thoughts!

I think now print has opportunity if they are trackable like who has seen or interested in the ad/post card by integrating it with online. Really it goes together. Online or offline it must be trackable. Personalized print ad/postcard can be created for each prospect (trackable).

Good point and in the case of direct mail...trackable is a great thing.

If you ask me, in my very personal case, Internet has not changed the way in which I print or the number of times I do it. However, maybe generally speaking i guess, Internet probably had some sort of repercussion on the printing documents. It is a very interesting discussion.

i don't think this discussion was about how often you "print" documents. Its more about the decline print industry's and circulation numbers.

Online publications are crippling print publications, however, I think print publications, and especially newspapers are killing themselves.

The Kansas City Star has increased its price exponentially while the content has dwindled. I now receive a “skinny” Sunday paper which is loaded with advertisements. It’s gotten to the point where I feel I am paying an inflated price for companies to place their ads in my paper. Not cool. I know the cost of paper has gone up but this is ridiculous. When my current cycle of delivery runs out, they will lose me as a customer unless the price is reduced. Supply and demand—it’s that simple.

Don’t get me wrong, I am a fan of print publications, probably because I grew up with them but on-line publications are making their mark in the world at a very reasonable price to the general public.

I continue to order a few magazines, mostly financial, health and travel publications and will do this for as long as the price remains reasonable and the content is worth reading. Then, there are the online publications that cost me nothing and blow me away with their content and visual appeal.

Direct mail still works the same as it has for years. Some of us look at it and some of us don’t. If something catches our eye we open it and/or look at it and if not throw it away. I do the same with electronic communication. I don’t think that’s changed too much.

I do not think I will see the demise of print in my lifetime and more than likely some print publications will survive forever.

Suzanne - Well said. Evolution of the model is key. The old newspaper model is certainly in trouble. But trying to do the "same thing" online doesn't work either for them. Meaning taking print and making it just online with the same ads. That is just like changing your clothes. It doesn't change the inside :)

Print is not dead, but it is dying a slow death. I spent more than twelve years in the industry and was unceremoniously released last year. The fact that there are thousands of out of work printers tells me that it is indeed, a declining business.

Over the last five years we watched sales orders drop 30-40% across the board and our biggest competitor in Canada file for bankruptcy.

As far as trade shows go. I own a mobile disc jockey business and nobody takes flyers or business cards at a trade show when there is a promotional DVD available. Sure, the covers still need to be printed but most of the guys do that on their home computers now. Even the photographers are giving out picture CDs and DVDs.

I still like a tangible product as a lot of people do. The thing is that fewer and fewer people do.

The cost of paper has tripled in the last decade and foresting restrictions coupled with environmental protocols are only going to exacerbate that.

It all comes down to the cost and speed of business. By the time the New York Times reaches my door, i have already seen or heard all of the headlines. Newspapers can't keep up, that will be their downfall. Magazines con still compete as long as advertisers hang in there. Once they can no longer compete in speed, they will move more to the web.

We have become such an instant gratification, microwave society that we no longer have the patience to wait for printed goods. There will always be die hards who want their print, but eventually they will go the way of the dinosaurs.

Thanks for sharing your story Chris (and sorry about the layoff). And newspapers are definitely not "news" in terms of breaking. They need to differentiate by doing something others can't. Perhaps really well written editorial...or...who knows...

The layoff is good for me. I wasn't cut out for that line of work, I just couldn't muster the courage to leave what I thought was secure employment.

I'm not sure how newspapers could evolve to stay relevant but if they don't do it soon, they will all be in trouble.

Excellent topic. I'm going to Buzz.com

As a marketer, print & direct mail should be viewed as another one of the many tools in your arsenal and when used in combination with digital marketing channels like Personalized Websites(PURLs), Social Media & Email, can still be extremely effective when executed properly.

Digital printing and variable data software have and will continue to offer innovative ways to make your message stand out in print using personalized text and images. But furthermore, newer technologies that integrate print and digital such as QR Codes & Augmented Reality will lead print down paths that we can't even imagine right now.

To see some really cool examples of what is possible with print and Augmented Reality, check out http://vimeo.com/3957693 and http://www.youtube.com/watch?v=xQfLZkX0PXE

Some types of print may decline and maybe even die completely, but other types of print will continue to grow and flourish. The key is to learn what your audience responds to best by leveraging multiple marketing channels, including print, to determine what will be the most effective combination and bring the best return on your marketing investment.

Aaron - Thanks for chiming in. And great point that indeed it is a tool. And tools CAN innovate and change of course. Checking out the examples...really neat (Yes, I just said neat).

No, print isn't dead. As a direct market designer, all my work is in print. And my specialty, magalogs, is huge right now. Ask companies like Avon who use magalogs for their "mark" brand. You don't invest money in the copywriting, design, printing and mailing if you're not making money. That's business suicide.

There are some markets where people simply will not spend time online looking for solutions. I'm talking to a prospect right now who sells an on-line only service. But he's considering print because he knows his specific audience isn't looking for his services online. They're more old-school and he needs to get a print piece in their hands to at least start the sales conversation.

Print is also important for things like trade shows. You can't go to a trade show, trying to sell your product/service and tell interested people walking by, "Sorry... got nothin' for ya except this free pen that you'll never use. But here's our URL to get all the important info you'd want to know before making a decision." Nope... you're going to get a brochure, a sell sheet, etc.

Here's another example... in the B2B space, where there are many people and departments involved in the buying process, you have to send print material to your most important prospects. And for the same company, you need print material targeted for the different departments. Big business will rarely, if ever, make serious purchase decisions by huddling everyone around the computer to look at your web site. The print material may be used to drive people to your site, but much of the initial sales process would be in the print material for these types of prospects.

Heck... even in the B2C space, pay attention the next time you get a bill in the mail. It's rare that the bill is the only thing in there. There's also printed flyers of some sort offering an extra service.

And the health market for seniors is still huge. Many of those folks are online, but most tend to trust printed material first, especially from organization they're familiar with.

I could go on and on. And I'm not saying print is better than online. Ideally, they work together. And any print piece that isn't driving people to your website is wasted.

But "print is dead" is such a myth. It's certainly down, but the amount of people contacting me for print work tells me it's not out.

Cool, Mike. Thanks for bringing your experience to the table! And awesome to see your business continues to flourish. I'd expect nothing less.

I think the death of print will vary based on the industry & type of business. Some businesses will always do well in print!

Good point, Chris. Which ones do you think will do the best?

Print will never be dead. Just like social media simply can't replace the value of in- person networking. People like to have something in their hands to read at their leisure.I know that I can only look at the computer for so many hours before my eyeballs get sore.

So, in my humble opinion, there will be a balance between the two, just like everything else.

Very interesting point, Samantha. Thanks for sharing.