It is a popular myth that printing is on its way out and
digital communication is going to replace it. Will printing
disappear forever? I am not sure if anyone really believes
that! Will printing become significantly less visible in our
daily lives than it is today? It is unlikely. I would bet against
digital communications replacing printing, the same as TV
never replaced radio! Let’s glance at the future of digital
communication and then see how printing would play a role
in that environment.
Digital communications are increasingly becoming part
of our daily activities. We communicate via email and text
messages, and get our news and information online. What is
also becoming more evident is the fact that we are receiving
an enormous amount of unsolicited advertising mixed in with
such communications. Spam emails are prevalent. We notice
Facebook posts advertisements based on our recent Internet
searches, or we’re forced to watch ads before we can read
the news. Some of us set our preferences and filters in order
to receive less unsolicited information and more of what
we actually want. There are not many programs in today’s
market to help us sort through the information, take out
the advertisements, and keep only the wanted information.
I expect to see more of such programs in the near future.
When such software becomes available, we will be able to
choose the type and source of information we want to receive.
This would lead to more and more organizations placing their
messages where one can visit only if interested. Organizations
will invite us to go to their website to receive information.
In an environment where we will only see what we
select, and nothing more, unsolicited digital information
would not cross our daily path easily. Digital advertising will
be perceived as interruptive and time consuming, and the
majority of online users will race to eliminate it from popping
up randomly on their desktop. In that world, smart businesses
will choose creative printed marketing materials to introduce
their products and services to us. Spending “digital time”
with friends and family without interruption will become the
norm. Presentations of new products and services would only
be welcomed through invitations to a website or a creative
printed marketing campaign. The latter would be much more
noticeable and effective. Well designed, printed products will
be distributed by serious and confident organizations who
are willing to invest in marketing materials that highlight their
business and get their information displayed in a professional
manner.
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