Publishing with intent

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It is no secret that publishing, at least in the form of print is an industry that is largely on the decline. Most everyone is switching to digital print, and with good cause. However, even in today’s day and age, publishing still has many benefits, but they are a little more difficult to find. During my years as a publisher, my company was forced to publish a lot of material.

It did not matter at the time, because virtually everything was published, whether it was good or not. However, today we need to take a closer look at what gets published and the audience to which we are trying to sell it. The days of publishing just anything are far gone, and now we must adjust.

Only the best

What I mean by this, is finding the things worth publishing and pushing them harder into print. Digital copy has its benefits, but at the end of the day, good works should be tangible, able to be put up on the shelf and displayed. We can do this by selecting only the best works to be published and knowing our audience.

In essence, publishing in the traditional sense is not dead, but rather needs to be re-evaluated in order to fit into the modern landscape. Those interested in publishing should take a good look at their work and decide whether it should be digital or not, while keeping in mind that print publishing is a small demographic that should be used sparingly.


The power of print

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As someone that grew up with print, I became familiar with its place in society and saw it as a viable way to transmit information from person to person. However, as time went on, I saw print becoming less and less popular, giving way to a new form of advertising in the form of digital. However, I have also found that despite my best efforts, a pure digital advertising campaign simply wasn’t enough.

Because of the ways in which advertising can affect people, I found out that print advertising was a crucial way to reach a specific demographic of people. It is not so much about the audience, since older consumers respond better to print, but it was also the demographic of people that were not technologically savvy that print advertising helped reach.

Expanding on the idea

What I found as a fan of print advertising was that it helped propel the campaigns with which I was involved to brave new heights. I found that not only was I better able to reach a wider variety of customers, but that people responded well to print advertising. They wrote letters saying how grateful they were that a company still valued print advertising and gave them a better way to remember the products and services.

Once you see digital advertisements, they are essentially useless. Print advertisements can be kept around as a constant reminder of the product, lending even more credibility not only to the company but the advertising campaign itself.


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