Print is dead! Long live print!

In this digital era of instantaneous communication, is the insertion of an advertising message between two pages of a newspaper or a magazine still pertinent for an advertiser? Short portrait of a medium in full mutation.

Telling a story
“Print” as a main visual is THE tried and true concept. Because if the big idea works in print, it will work everywhere. That’s the strength of an image and words at the service of advertising. Being able to tell a whole story in one execution. It’s often the way a concept is presented to clients, even if there will be no “print”, strictly speaking, in the campaign. It gives a quick snapshot of the campaign, and whether it’s viable or not. After that, it’s pooled out in different channels.

This famous main visual allows us to measure impact and concentrate our message. In print, we can tell a story or be more conceptual, because it captures more attention from the reader or, at least, a little longer than what appears on the Web. When we talk about storytelling, the text is more detailed, and people can dive into it. A dialogue starts with the reader. There is a sense of complicity.

A privileged moment
In a world where everything is going faster and faster, our time is no longer our own, the short moments that we allow ourselves become more important. Print allows us to insert ourselves into these moments people choose to take for themselves. Reading the newspaper on Saturday morning, sitting down with a cup of coffee and flipping through a long-awaited magazine, etc. When they consume print, people are often relaxed, predisposed and mentally present. Reading become part of a ritual. And that’s the ideal time for a brand to enter into this ritual and become part of it.

It’s also a sensory experience. We are face-to-face with the message, and don’t view it through a screen. The subject is important. We turn the pages, we feel the type, the glazing and the embossing under our fingers. We are seduced by the colours. All of these have an effect on our reading and appreciation of the message

Do we adopt it or recycle it?
What conclusion do we draw from this portrait? Is print a species on the way to extinction, or has it merely become a rarer and more prestigious object? There are perhaps fewer publications than before, but they are of higher quality. They are objects to be collected. The message evolves, so does the medium. And it’s certainly worth it to follow its evolution.

Carter life