scarlettabbott’s Post

Do you like paper? I do. My scarlettabbott colleague Josh McRandal does too. So we headed to York St John uni for a talk by Dr Sarah Cooper about the haptics of paper – essentially how we communicate with the medium through touch – and how that then impacts our trust in the information. It's a lot to think about – and a really interesting topic – so we had to share our immediate post-talk reactions. And as we're talking paper, we of course had to get our print and procurement guru Richard Bibby involved too. In a nutshell: • Many people have a 'need for touch', and we don't get that with digital • The medium matters – don't assume one format will suit all your needs • The print industry is super environmentally conscious and digital might not be as green as you think. Here's the article in full: https://lnkd.in/eR8chgux

Print vs. Digital: The Magazine Debate 📚 Is print dead, or is it simply evolving? The magazine industry has seen a significant shift in recent years. While digital platforms offer convenience and accessibility, print continues to captivate readers. So, which format reigns supreme? Read the full article here: https://lnkd.in/egwAUd43

In the longstanding debate over whether print media is bound for extinction, I think Fox Tales makes an excellent point here: "Fox Tales: Based on SIIA Media research and other empirical evidence, print remains a strong part of the media portfolio, especially in niche B2B and B2C markets. Tell us why you think that’s the case, and what the longer-term outlook is for printed magazines.  Mares: A recent Bosack’s e-newsletter discussed special-interest periodicals and two thoughts were of particular interest to me. Both affirmed the role of paper in an overall marketing plan: There was Debbee Pezman’s observation, “When I’m reading digitally, I’m leaning in; when I’m reading a magazine or a book, I’m leaning back and relaxing,” and then Ava Seave’s comment, “People want to hold it.” When association members and special-interest subscribers get their publication in the mailbox, they feel like they are at the water cooler among friends, and catching up on what they missed. When professionals get their journals, they feel like they are back in school. Paper is integral to these experiences and generates a feeling that digital publications cannot. Early in my career I was fortunate enough to connect with Larry Burke, founder of Mariah Publishing and publisher of Outside Magazine. He taught me a lesson about knowing your customers—in his case, the readers of his magazine. He told me that it did not matter when or where Outside was read—on a ski lift, train, or at home. What mattered was that they were “outside” when they read it, physically or mentally. Larry knew this because he was his customer. He lived outside. That is why I believe that special-interest periodicals and journals will last as long as they serve their readers and in the processs, their advertisers." Excerpt from Fox Tales 5/21/24 https://lnkd.in/gT_i-sSM

Technology has changed our everyday lives but where does print media still matter? This article gives a brief explanation as to why print still matters!

Is Print Dead? Before the internet and digital media took the world by storm, print was king and reigned supreme. It was a golden age - one in which we did not have to remember countless login details and passwords in order to read our favourite magazines or newspapers. We did not have to be alert to the need to cancel online subscriptions at the end of free trials, resulting in our having to pay for a year's subscription when all we wanted was to read an article telling us how to cook artichokes. Now just imagine having a cup of coffee or any other hot drink of choice in hand, whilst reclining in a comfortable chair with your favourite brochure-zine/magazine in your hand - (https://lnkd.in/edE4-wSh). The simple tactile pleasure of turning the pages, enhanced by the scent of luxury paper satisfies the senses in a way that digital feeds never can. The sensory appeal of print creates an emotional connection for the consumer, which can be enhanced by the free sample of Eau de parfum or luxury lotion, promoting a sense of well-being or elevated living. Reading something in print is not only aesthetically pleasing, but it has a pleasing sense of permanence. It does not need to be constantly updated or debugged.  In a frenetic and overwhelming digital world, attention spans are diminishing fast, the mind is overloaded with adverts, banners, messages and notifications hurrying across the screen distracting our focus on the article we wanted to read. By contrast, there is a calmness and a meditative stillness that accompanies the reading of printed materials. Ironically, social media giants such as Facebook are getting in on the act by producing their own print magazine.  Facebook’s Grow magazine was launched in June 2018 and describes it as a medium to promote “a lifestyle for the elite and business leaders.”    Whilst engrossed in your magazine, you will at least be liberated from Silicon Valley algorithms determining what you are exposed to and harvesting personal data to sell on to other companies. Playing fast and loose with the truth and generating "fake news" in order to manipulate political elections. State of the art printing presses are running night and day to keep up with the renewed demand for print runs as a consequence of a shift in thinking in the business world.  Companies that moved everything online are realising that their customers like to hold and pore over a physical magazine, catalogue or brochure. The daily barrage of emails and the volume of unsolicited digital information that we receive online is bewildering. However, physical printed materials, promotional gifts and targeted mail campaigns done right will always cut through the digital noise. They will strike the right chord and present a company’s brand message loud and clear to their target audience. To find out more, send me a DM. #advertisingandmarketing #loapr24 #marketing

Print versus digital in magazine publishing is so passé. Print is making a huge comeback and there’s a new layer of tarnish on digital, but the two together are still the most powerful approach. As Houston says here: “Digital delivers discoverability and reach. Print delivers lasting, tangible value.” https://lnkd.in/es6F9WNZ

So good to read this article and know that there is still a market for print also, while digital grows more rapidly.

Striking a balance between eye-catching design and technical content can be tricky for companies working in scientific and medical markets. Ensuring your company literature showcases your brand, products and services in an effective and aesthetic manner is key. Accelerate works with clients to write and design marketing material that not only reflects the company identity and brand, but also the technical and scientific aspects of the products and services on offer. #medtechmarketing #designandprint

Is the era of print communication over? With the dominance of digital media, traditional printed marketing has waned. But is print truly a thing of the past? ICSC delves into this thought-provoking subject. Discover more in our full article: https://bit.ly/44LRwlr #icsc #weareprofessionals #communication #businesscommunication

Is the era of print communication over? With the dominance of digital media, traditional printed marketing has waned. But is print truly a thing of the past? ICSC delves into this thought-provoking subject. Discover more in our full article: https://bit.ly/44LRwlr #icsc #weareprofessionals #communication #businesscommunication