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Print Bridging Generations - Why Does It Matter?

These days, many people argue that going digital is 'the way to go' and that it's simpler, more environmentally friendly AND more accessible. However, this isn't always the case.

Think of your Baby Boomer Mum, Dad, Aunt, Uncle or Grandparent, who just finds technology frustrating...

Then, think of your Millennial niece, nephew, daughter, son, sister, brother or friend who lives and breathes the world of apps...

Are both of these groups accessing the same information with the same ease? That's where print comes in...

Print media is something tangible that can be held, read and consumed easily. It is universally accessible to all generations. Digital media, however, is not something everyone has access to.

Some people don't have computers, don't know how to use devices or technologies, don't have the internet or are overwhelmed by digital possibilities. In this blog, we'll zero in on why print still matters—and how it actually helps to bridge generations.

Why Print?

Print media offers a distinct accessibility advantage over digital media. It reaches audiences regardless of their online presence or access to technology. In a world where digital fatigue and ad-blocking software's are on the rise, print materials are welcomed as a non-intrusive means of communication. They can be distributed widely through physical channels such as newspapers, posters, billboards, magazines, mail or local flyers, ensuring exposure to a diverse demographic, including those who might not have the means to engage with digital platforms.

Furthermore, print marketing doesn't rely on complex algorithms for visibility; they are immediately visible upon receipt, making them an effective way to engage people without the need for an internet connection, specific devices, or navigating through the crowded digital landscape.

Case Study: Print vs Digital for Government Flyers

One great example that shows print media's advantage over digital, is the government 'flyer debate'. During past elections there was much debate between the government and PVCA (Print Visual Communication Association) around whether to send out government flyers or use digital methods. The main concern was whether using digital systems would reach ALL Australians.

Printing government flyers offers several notable benefits compared to digital methods. Firstly, printed flyers have a tangible presence that digital materials lack. They can be physically distributed at community events, public spaces, and government offices, reaching a broader and more diverse audience, including those who may not have easy access to digital resources. Consuming printed materials also doesn't require the 'handbook of instructions' that some digital options tend to inflict, in order to utilize.

Furthermore, printed materials can serve as lasting references and reminders, as they can be displayed on bulletin boards or refrigerators, offering a more persistent presence than digital notifications that can be easily overlooked or forgotten. In this case, printed government flyers enhanced the accessibility and inclusivity of vital public information and for this reason, the government committed to the distribution of flyers.

So how does this unite us?

With all that said, the accessibility and inclusivity that print offers means that regardless of whether you are a Millennial who is tech savvy and glued to your phone, OR, if you are a Baby Boomer who despises the latest technologies and prefers a hardcopy... you can still have access to the SAME information.

But doesn't print hurt the environment?

The good news is more & more environmentally friendly practices and substrates are being implemented to combat the environmental arguments that always arise when discussing print media. PLUS, in many cases where 'digital alternatives' are used, print is still required to facilitate these digital methods —think of the QR codes that you scan out & about, or the packaging that your digital devices come in...

The truth is, print is more than just a pretty piece of paper, or some aesthetic packaging, or an eye-catching poster... it is a universal facilitator of written or visual communication. It is an inclusive and accessible means of expression, and it DOES bridge generations!

Visit Bannerworld for all your custom signage solutions and print advertising needs.

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