Mark
Twain once said, “The reports of my death are greatly exaggerated.” This quote
also seems to apply to incessant reports about the demise of print as a
communications tool.
There
are various reasons for its resurgence. A primary one is that print no longer
is the primary communications medium, so it’s new and fresh again because it
stands out from the crowd.Evidence of this can be seen in the newfound popularity of direct mail. Because digital messaging now is the norm, print mailings have declined. While many people are weary and wary of email pitches, enewsletters and other digital marketing, they’ll pay attention to well-done print pieces (just the opposite of what occurred when direct mail glutted everyone’s mailbox years ago).
