What Is the Future of the Advertisement Printing Industry and Paper?

What Is the Future of the Advertisement Printing Industry and Paper?

We live in an age when innovations appear and take over our world faster than ever before. As a result, all aspects of life are subject to transformation. Many things become obsolete as they are replaced with new ones. The prediction that the printing industry and paper will die off soon has been around for decades especially with the growing use of sources of information other than the print media. Advertising is also predicted to become primarily electronic thus putting an end to traditional print ads. Will all these predictions come true?

How Ads Will Develop

Currently, there are three major trends that are predicted to rule over the advertising industry in the coming years and possibly throughout the whole next decade. The first one is personalized advertising. It is already working for companies with presence on the web and more specifically for those selling products online. There are advanced tools for tracking user activity online. This enables marketers to display ads of products which a consumer has already shown interest in. Similarly, a website visitor who has viewed a product, but has not made a purchase is given a special offer the next time he goes to the online store. This form of advertising completely excludes printing as it does not have the same kind of flexibility.

Predictive advertising is an even newer form of promotion based primarily on the use of mobile devices. An app tracks your location and tells you what shops, restaurants, entertainment venues and other places of interest can be found in the local area. This is a simple, cost-efficient and incredibly effective form of promotion for offline businesses of all types and sizes. It is expected to become ever more sophisticated with time since factors such as the weather and personal interests will be considered for producing ads. This form of advertising has a number of advantages over traditional ads in local newspapers. Firstly, the prospect is close to the point of sale. More importantly, it has the potential to reach a larger number of people including tourists and not only the readers of the local print media.

The latest of all three trends is flow advertising. It is pushed forward by the integration of apps and information across various devices from PCs to smartphones and TV sets with internet connection. Here is a simple example. A TV ad points you to a website with interesting videos related to the product. From there, you are taken to another website where you can make a purchase. A flow of one ad through different types of media is created so that the prospect customer’s attention and interest can be retained for longer. Print advertising can be successfully integrated into this approach. Website addresses can appear on print ads. QR codes on posters can be scanned so that the customer is taken directly to a website with further information and possibly with the product itself.

How the Printing Industry Will Change

The printing industry is very much alive and thriving. People still use a lot of printed materials from invoices and official documents to books and even newspapers. Most industries are still heavily reliant on printing. Surprisingly or not, one of them is the medical industry where patient records and prescriptions are still printed instead of being used in their digital form.

When it comes to print media, magazines are doing better than newspapers, but neither of these media is quickly coming to an end. While newspaper reading can be attributed to tradition, statistics show that many young people buy magazines even though they can access the same or similar content online. One really important thing is that printed media are still trusted sources of information and this cannot be said about all websites. This gives marketers the opportunity to make greater impact on their target audience through newspaper and magazine ads. It is also worth noting that these print media are still among the main sources of coupons for discounts and special deals.

Even though it may not be a leader in innovation, the printing industry is evolving. Digital printing is the major trend now and will continue to be in the coming years. It is extensively used for the production of all kinds of promotional materials and especially those for point of purchase advertising such as banners and flyers. The images are impressive and the colors are truly striking. The power of attractive printed ads should never be underestimated.

Paper, Green Living and Reading

There is a huge ongoing campaign for reducing the amount of paper which is consumed as part of the transition to a sustainable lifestyle also known as green living. It is an interesting fact that the majority of people predict that the use of paper will be eliminated in just a decade or so. However, most of us do not realize how reliant on paper we still are. Can you imagine a world without business cards, receipts, paper bags and paper sticky notes? It is actually quite difficult.
When it comes to paper ads, items such as flyers and brochures found in the mailbox are still easily and quickly accessible to people. When they are well printed, they automatically grab the attention and increase the chance of purchase. Old habits do not go away that quickly.

The debate whether e-books will overthrow traditional paper books is still without a winner. While e-readers and tablets are easy and convenient to use, studies show that people do not feel as comfortable reading them as traditional books. Even most young students who were born in the digital age prefer to read paper books. Furthermore, there is a growing number of people complaining that they cannot engage into deep reading online due to all the distractions on the page.
Overall, while there are more advanced forms of advertising ruling the market these days, print ads are still widely used and highly effective. The printing industry is still doing well thanks to innovations such as digital printing. There is a tendency for paper use to be reduced, but at a fairly slow pace.

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