Introduction

Power of Print 2013 introduction

Letterboxes are as stuffed as the Christmas turkey, shopping aisles are beset with beautiful displays, publishers roll out their big guns for an assault on the bestseller chart and the annual search for that treasured Christmas card with the immortal ‘printed in the UK’ stamped on the back reaches fever pitch.

And all this happens while the doom-mongers predict the demise of print.

Fortunately, this is something that the design students featured in our roundtable discussion on the role of print in today’s media mix, simply don’t agree with. In fact, they agree with the printer panellists that print has a vital role to play today and will continue to do so long after tomorrow.

However, both groups also said that key to print maintaining its effectiveness is designers, printers and brand owners teaming up to ensure that innovation isn’t stifled by squeezed budgets.

For print to continue to evolve, discussions need to move beyond budget and focus on ROI, where the medium’s effectiveness is beyond reproach. We need to stop thinking that print is under threat from other forms of communication and instead continue to develop ways to turn these perceived threats into powerful allies.

Because if we take that collaborative approach to the next level then all of print’s Christmases, and those of its clients, might just come at once.

Features

yumyum4
Youngsters predict a future full of print
09 December 2013

Print is a foreign concept to the under-30s. They don’t understand it. They don’t want it. They don’t need it. Or at least that’s what some would have you believe. The reality, however, is quite different....

daywithout7
Print is inked into the fabric of life
09 December 2013

Even with the highly experimental cuisine, a world without print is no fun at all – just one day without print is a struggle to get through.

marketing-fox1
Print sets the beat at the heart of the marketing mix
09 December 2013

For decades print was a medium of choice for marketers. Like TV and radio, it was a well proven method that delivered measurable ROI. Then the internet, email and SMS messaging came along and suddenly...

small-centurion2
New tech opens up short-run options
09 December 2013

What do the London Philharmonic Orchestra (LPO), esoteric football magazine Pickles, and newly married Lydia and Jamie from Sheffield have in common? Answer: they’ve all produced their own newspapers –...

crafttechniques-typortum
Screen time is not just a passing fad
09 December 2013

That’s the problem with a trend. By its very nature it’s an obsession with the very latest new thing. Great while it lasts, there’s also the inevitable moment when you question why you ever thought wearing...

winner-nadeenmashini
Print enables inspiration to take flight
09 December 2013

You can almost touch them. In fact you can almost feel just how satisfying it was to make them. Admiring this year’s Power of Print cover’s origami cranes, you’re instantly connected with the appeal of...

Keeping up with the march of progress
09 December 2013

Keeping pace with technological innovations is a must for marketers. It is also a huge must for printers who, already producing the medium required to work in tandem with many new technologies, may soon...

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