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Numerous research studies have validated why print belongs in the marketing mix. Click here to see the research archive.

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Talking Points

The foundation of the tree-free movement is flawed! Paper use is a key factor in maintaining forests.

Neuroscience proves that direct mail is easier to understand, more memorable and far more persuasive than digital media.

Print media offer a host of content areas that all generate engagement between the reader and the advertised brands.

Even with the rise of digital technology, print fliers remain a well-liked consumer staple.

Case Studies

Seagate used a printed storybook as part of successful multi-media campaign to change the way retailers market computer storage solutions to consumers.

Clinique's multi-media campaign rewarding top customers with a customizable calendar for them to pick up at their local store produced a 303% ROI.

Print helps communicate and clarify complex information.


When Nielsen surveyed consumers to find out which media influences shoppers' purchases, they found that print is not just alive and well – it's helping to drive a tremendous amount of sales.

According to this research, more than half of all U.S. shoppers use print at least once a week to seek product and sales information, including the 56% of consumers who refer to the circulars that are mailed or delivered to their homes. In comparison, emails from stores – the next closest digital touch point – only influences the purchases of 37% of consumers.1

In other words, print has impact. Designers recognize this, and often choose print for this reason.

For example, designer and illustrator Barbara Kozoff recalls the long-lasting impact of a direct mail piece she designed for Microsoft that opened up to become a poster. "People were saving them and hanging them up in their cubicles!" she states. This is a result that obviously would not have been possible with digital media.

Another designer, Amber Podratz, now Senior Creative Strategist at Kaiser Permanente, first discovered the power of print during her first post-college job search. Amber mailed a self-promo print packet to a variety of potential employers, and got an astounding a 100% response rate.

In fact, Amber not only received responses from all of her target firms, she also got interviews and job offers at all of them as well. "These packets made me realize that print opens doors in a way that is more powerful than an email," Amber explains. "You open a PDF and what's special about it? Print has that little extra personal touch that pushes response over the edge."

It's no surprise that Nielsen's survey also found that retailers rely heavily on print—68% said that print is critical in their strategy. "Shopper engagement with product and sales circulars (mailed, in-store, newspaper) is significantly higher across all generations than digital," states the Nielsen report. "Clear evidence that print is not going away."

[1]Nielsen Touchpoints Shopper Survey, April 2014

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Talking Points

Direct mail has a greater effect on purchase than digital ads, according to a new neuromarketing study.

California's book publishing industry is expanding. Book are alive and well and beloved by many.

Catalogs drive sales by making a connection with consumers and serving as inspiration books.

The resilience of print, despite the growth of mobile and digital consumption, may still be underestimated (according to Ovum's new Digital Consumer Publishing Forecast).

Case Studies

IKEA uses print to increase their number of social media followers

Land Rover's edible "desert survival guide" direct mail book gave big boost to test drives and sales.

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Current Outreach Efforts

Ad in Sept/Oct 2015 issue of Graphic Design USA GDUSA ad

Ad in Fall 2015 issues of HOW, PRINT and Storyboard GDUSA ad