Stick It to ‘Em

January 17, 2016

Studies show print is read more and retained better than its digital counterparts.

By Laurie Hileman

If you’re looking for a way for your marketing and brand messages to make a lasting impression, you’re looking at it.

(No, seriously. You are. Like right now.)

In a world turning digital, printed publications and other printed marketing materials are enjoying a renaissance. And for good reason. Studies show magazines rank No. 1 in reader engagement, and the average reader spends 40 minutes reading each issue.

But it’s not just magazines. Print in general sticks in our minds. It draws readers in, awakens our senses, and makes meaningful connections in our brains—connections that enhance a brand experience in ways digital cannot. Viva la print!

80% K-12 teachers who say their students comprehend info better when they read on paper.

5 Reasons Print Trumps Digital

1. Engagement time

People spend more time looking at print than digital content.

2. Emotional stimulation

Print is more likely to elicit an emotional response.

3. Memory speed and confidence

When people read printed content, they recall information more quickly and are more confident in their knowledge.

4. Desirability

Quite simply, people prefer printed products.

5. Value judgment

Printed content is perceived as more valuable.

The top 25 magazines reach more adults and teens than the top 25 regularly scheduled primetime television shows. 

Why print?

Readers tend to skim on screens, distraction is inevitable, and comprehension suffers.

Michael S. Rosenwald for The Washington Post.