Print vs Digital Publications: A Dilemma of Balance

Print versus digital publications which is better? Should it be both? Is print even relevant anymore? Is digital really the ruler of the communications world?

These questions are the hottest topics in advancement today and remain the most common area I’m asked to provide advice on as a consultant.

Despite the massive growth of digital engagement over the last two-decades, print media is just as powerful as ever around the world. While people are consuming an unprecedented amount of content across many different channels, studies globally are showing that digital is declining in its ability to attract an audience. Yet print media, comparatively speaking, continues to increase in popularity.

The question is why when we live in a fast-paced digital world is print still popular?

Well, I’m going to let you in on a few industry insider secrets and research results that may explain this unexpected yet enduring phenomenon - and why I still remain an unabashed rusted on fan and advocate of print publications.

Some mind-blowing research from Australia

Australia’s largest independent research organisation, Roy Morgan recently released some interesting research results into readership of magazines. This research showed that print publications remain the most popular format and that this popularity is growing.

Roy Morgan found that 53.8% of Australians aged 14 years and over prefer hardcopy publications over digital. This was up 1.8% from the year before. It was also found that print publications were more widely read than digital by Australians.

Past Roy Morgan research findings have also indicated a steady growth trend over some years now in Australia – with findings echoed in most major developed countries around the world.

So what is the advantage of print publications over digital?

So what gives when it comes to print media??

There are several important advantages in maintaining some form of print publication as part of your advancement communications arsenal that digital simply can’t replicate. These include:

• Studies show that print results in greater comprehension and brand recall by readers (77% vs. 46% - Newsworks 2020)?
• People spend longer reading hardcopy as compared to online (almost 50% longer) and feel more compelled to action as compared to digital (80% vs. 45% - Potochny 2017)
• Print increases brain stimulation and therefore willingness to respond to a call to action (20% higher – RC Brayshaw 2020)
• Print media is more tangible than digital; it engages more senses, and it can be as emotive and as engaging a brand touchpoint as you make it - impacting more favourably on long term reader affinity
• Print media provides a space free from digital interruptions and distractions, print can draw a reader’s full attention
• Helps keep your contact data clean as it encourages readers to update their contact details more readily, providing more diverse datasets – particularly important when it comes to alumni and donor prospect research

What are the advantages of digital media?

Despite the many advantages of print media, there are some hugely significant upsides with digital media including:

• Provides significant savings on postage, printing, and some administration costs
• Gives you the ability to track and measure key metrics such as open rates
• Enables you to better cater to audience preferences based on tracking metrics
• You can more easily and cost effectively make amendments to online content
• Provides a more dynamic and interactive reading experience
• Caters for multiple devices and user preferences
• Provides global reach and is an immediate communications conduit
• Get instant feedback and shares from readers
• Much more environmentally friendly than print

A Balanced Communications Approach

Given the many pro and cons of print verses digital media, I think my original questions might be better framed as, how can print and digital work together to best maximise opportunities for audience engagement?

Evidence shows that using print and digital together just delivers better results. Anecdotally in my work I also see the benefits of this with clients.

In terms of supporting research, a recent report from the US Office of the Inspector General indicates that marketers who combined print with digital media had much more effective campaigns:

• 68% said the combination increased their website visits
• 63% said the combination increased their response rates
• 60% said the combination increased their ROI

Even global communication platform Mailchimp has realised that digital and print communications are best used in tandem, surprising many when it commenced its highly successful direct mail postcard service and partnership with the US Postal Service in 2019.

Hmm… the advancement communications plot thickens!

Conclusion

For many advancement programs, budget, leadership decrees from on high and audience preference (determined by research) may very well determine your preferred method(s) of communication.

However, as the evidence shows, using print and digital together as part of a diversified and balanced communications strategy will always deliver better results than either one alone.

Ultimately, your organisation must walk its own path, but deciding to rely solely on one format over another (from my experience and given the compelling research) risks alienating vast segments of your audience - and this has always been a price that I’ve never been willing to pay as an advancement practitioner and marketer.

The dilemma for advancement practitioners is ensuring they know what their readers really want and expect from your communications and how to then balance this against wider organisational goals.

If you’re looking for help or expert advice with your advancement communications strategy – AlumGrow Consultancy can help!?

Contact us today to arrange a confidential chat via?[email protected].

*Alastair Lee?is an international award-winning senior thought leader in the education advancement industry and has held many key leadership positions over the last two decades in universities and schools.

Based in Melbourne Australia, he is the Founding Director of AlumGrow Consultancy – a firm specialising in advancement strategy and professional development for the education industry.?

Over his two-decade career in education, he has won many awards, including the Council for Advancement and Support of Education (CASE) Gold Award for excellence in delivering advancement magazines.

Alastair can be contacted via email?[email protected].

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