We all love a good story. What’s the best way to tell it? Clients often ask us whether to invest precious marketing budgets in digital OR in print advertising. With the constant buzz about new technologies, people wonder if print media have become obsolete. Yet they also are not confident that electronic media truly motivates their specific audiences. This is a classic modern dichotomy: Can print really be passé if digital media are not serving all needs?
Soothsayers began predicting the demise of print media when radio was invented. Certainly, radio, TV and the internet have each led to dramatic changes for print: A study by the Pew Research Center, for example, found that 30-50 percent of every demographic except seniors uses mobile devices to follow news. Another study by...
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