As a strategic marketer with three decades of experience, I sometimes feel like I’ve seen everything come and go. I’ve been writing industry articles for almost as long, and seven years ago, I wrote one asking if print media was dead. You know what? That topic is probably worth a second look because almost every day, I find myself still making the case for print media in marketing strategies, and personally, I find myself drawn to print more than ever. “Print is dead” is spoken like it’s a given, but let’s set the record straight: Print is important not just for marketers but for consumers, too. It’s crucial (now more than ever) to evaluate how you engage with content, and why.

Print stands out

This is a crowded marketplace, and the competition for your attention has never been greater. In today’s diverse media landscape, a social media post may connect with you on multiple levels, but a print ad has a stronger impact. A fairly-recent study in Neuropsychology Review looked at the effects of different media formats on memory retention, and it found that tangible formats lead to stronger long-term retention than digital ones. The study proved that when readers engage in a tactile way with printed material, the engagement that takes place is deeper, which leads to improved recall and understanding of the content.

Consumer confidence

Consumers’ attitudes toward print material not only helps them retain information but it also influences their perception of brand credibility. Living in what has been called the age of misinformation, consumer confidence is waning for the digital media landscape. According to a Pew Research Center report, The Future of Truth and Misinformation Online, consumers believe that traditional print media carries more credibility – a trust that helps strengthen brand loyalty in this skeptical, media-savvy climate.

Personal preference

Not everyone is the same. Some people like to scroll for hours on their phones, while others prefer to curl up and flip through a magazine. Many choose print over digital to reduce eye strain or focus in distraction-free environments. And some enjoy the satisfying experience of holding a book or magazine, flipping through pages and taking in the smell of paper for plain, old-fashioned enjoyment. Plus, the nature of a newspaper or magazine allows readers to clip, save, revisit and share ads, creating that personalized visual/tactile reminder that digital can’t replicate (the power of the front of the refrigerator or the paper on top of your desk hasn’t been praised enough).

Patience pays off

Sure, print takes longer to show measurable results for my clients, but it has been psychologically proven to have a longer shelf life. It’s all about patience, and the value print brings goes beyond simple cost-per-thousand metrics. By leveraging the unique strengths of both print and digital, marketers can create unforgettable campaigns that cut through the noise and resonate with audiences like never before. Not everything in this world is one or the other – print and digital don’t need to be rivals; they’re powerful partners.

And if you question whether print advertising works, you just proved it by finishing this article.