There’s good news for printers and paper companies. Despite the enormous migration to electronic media, neuroscience research shows that paper-based content and ads offer special advantages in connecting with our brains.
In the last decade, every marketer as been engaged in some kind of “print to digital” transformation. Glossy brochures, direct mail pieces, bulky manuals, and many other printed items have been replaced by a combination of web content, email, and on-demand electronic files.
This transformation is driven by how all of us consume media. We increasingly get our news, entertainment, and information via computers, tablets, and phones. Print-based media outlets have seen a decline in use and in some cases have disappeared completely.
We certainly aren’t going to see a massive switch back to paper content. But, those marketers who have been looking forward to the day when print content is gone entirely may be surprised by the latest neuroscience research.
Rather than an all-digital world, it appears that a multi-channel approach that leverages the unique benefits of paper with the convenience and accessibility of digital will perform best.