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Research

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

Consumers like grocery store flyers – 95% check them at least once a month.

Print often generates significantly greater readership and response than electronic marketing.

Paper is a portable, universal and familiar way to share and annotate documents.

Case Studies

Fashion company's catalogues with personalized covers drive 31% response rate.

Pet Shelter's immersive print/outdoor experience drives website and video traffic.

Designer & Illustrator Barbara Kosoff finds that print works.


WHY DESIGNERS CHOOSE PRINT REASON #8:
PRINT IS TACTILE

Designer and illustrator Barbara Kosoff, one of the two winners of GDUSA's 2014 "Digital Print Cover Competition," understands that there will always be value in good design. Regardless of the medium, she says, "a piece must look good, convey a message, and be compelling, interesting and memorable."

When Kosoff is designing a print piece versus a digital piece, she finds that meeting all these criteria is just that much easier.

"One of the things I love about print is that it's tactile," Kosoff says. "I love being able to use different varnishes and textures. I like the fact that people can hold a print piece in their hands. You can touch it, turn its pages and interact with it. It's your own experience."

In short, print has a physicality that stimulates the senses and arouses the emotions. It's a tactile experience that delivers results.

"I do a lot of self-promotion," Kosoff states. "I send e-newsletters. With e-newsletters you can see who's opened it, who's clicked on it – surprisingly, people don't click as much as I'd like them to. I've had much more success when I send out a postcard campaign. People save these postcards!"

Kosoff recently sent out copies of the GDUSA magazine that features her winning cover design. She wanted people to physically have it, because she knew that the cover looks completely different in print than it does online. "The Neenah paper on which the cover was printed has a cool, metallic quality to it," Kosoff explains. "You can't see that online – you can only see that when you have it in your hands. I think that's the beauty of having a print piece."

Many of Kosoff's clients have also reaped the benefits of successful print campaigns. "For example, I created a direct mail piece for a major technology company that opened up to become a poster," Kosoff notes. "Unfolding the poster was an important part of the piece's tactile experience. People loved those posters! They hung them up in their cubicles and saved them for months." It's hard to get that kind of interaction – or staying power – with electronic media.

"Creating is a serendipitous process," Kosoff declares. "Starting with an idea, I work intuitively and let the story unfold organically. There's that unknown piece of the puzzle that makes it all come together like magic."

Kosoff strives to have that magical moment…and print's tactile quality helps her create magical moments for others, too.

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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 May/June 2016 issue of Graphic Design USA GDUSA ad

Ad in Summer 2016 issues of HOW, PRINT and Storyboard GDUSA ad