Print is not dead.

Print is not dead – Why print advertising is still important!

In an increasingly digitalized world, it would be easy to assume that print advertising has long since passed its peak. Banners, pop-ups, social media ads and digital marketing strategies seemingly dominate the advertising world. But it is precisely in the ubiquity of digital advertising that the strength of print lies. Surprisingly, print is alive and well – stronger than ever! While digital advertising is fast and dynamic, print offers a consistent, tangible and often underestimated impact. But why should companies still rely on print advertising today when they have so many options in the digital world? The key lies in the uniqueness and sustainability of print.
 

1. Physical presence counts – print is memorable

In an age when we are literally flooded by countless digital ads every day, print stands out as something special. Studies show that physical advertising is actually remembered longer. The haptic aspect of print – touching and flipping through a catalog or hanging up a poster – creates a deeper connection than fleeting digital ads that disappear after a few seconds. You can touch, read, keep or even pass on printed material. A flyer that ends up in your letterbox often stays on the kitchen table for weeks and is looked at again and again. An impressive study by Royal Mail in the UK found that 57% of consumers remember print ads longer than digital ads. Surprising, isn't it? The haptic contact creates a more personal relationship between brand and consumer.
 

2. Trust and credibility – print as a sign of respectability

Print media continue to enjoy a higher level of trust and credibility than digital advertising. People tend to perceive printed content as more reputable, and for good reason. While digital advertising often seems fleeting and can be blocked by ad blockers, printed ads convey permanence and respectability. Particularly in industries where customer trust is essential – such as the luxury goods segment or finance – print advertising is a valuable tool. A study by MarketingSherpa found that 82% of consumers trust print ads more than online ads. This impressive figure clearly shows that print should continue to have a firm place in the marketing mix, especially for companies that value long-term customer relationships.
 

3. Fewer competitors – stand out in a crowded digital world

While the digital space is becoming increasingly crowded and companies are fighting for users' attention on a daily basis, print offers a unique opportunity: there are significantly fewer competitors in this area. Fewer companies today actively use print advertising, which means that the ads that do exist stand out all the more. A well-designed catalog, a high-quality magazine or a creative flyer can evoke emotions without being distracted by the next Instagram or YouTube ad. Readers can concentrate on the print ad without being exposed to the constant sensory overload of digital content. This gives the brand the opportunity to become more deeply rooted in the consciousness of the target group.

4. Success stories from Europe – Print remains a giant in the advertising market
 

Even though digital advertising is booming, the numbers speak for themselves: print remains one of the most important pillars of the European advertising market. In Germany, companies invest around 8 billion euros in print advertising every year – that's about 30% of the total advertising market. Printed brochures, newspaper ads and catalogs are still indispensable, especially in traditional sectors such as retail and automotive. In Switzerland, for example, around 50 million brochures are sent out every week. These impressive figures prove that print still plays a central role in the marketing of many companies today and has not lost its relevance.

5. Print and digital – an unbeatable team for cross-media campaigns

In a modern marketing world, print and digital do not have to be opposites – on the contrary, they complement each other perfectly. A well-thought-out print campaign can be reinforced by digital channels, while digital actions can increase the value of print materials. More and more companies are relying on so-called “cross-media campaigns” in which print media pave the way to online offers. QR codes, discount coupons or individualized URLs on printed advertising materials are simple and effective means of making print campaigns measurable and connecting them to the digital world. For example, a customer browsing through a catalog can be directed by a QR code directly to an online platform where they can discover more products or even buy them directly. The advantage: print provides the emotional and physical connection, while digital delivers the fast and interactive experience.

Conclusion – print advertising: an “old treasure” with new power
 

Print is more alive than ever! Especially in an age when digital channels are becoming increasingly saturated, print offers the opportunity to stand out and leave a lasting impression. It may seem old-fashioned at first glance, but that is precisely what makes print so special. In a world that is moving faster and faster, print offers advertising that takes time: trust, physical presence and a moment of calm that allows the advertising message to really sink in.

Companies that rely solely on digital advertising today are missing a valuable opportunity to get their message across in a different, more sustainable way. So don't rule out print for your next campaign. You might be surprised by how powerful print advertising still is – and discover this “old treasure” in a new, creative way that is perfectly suited to the modern world!