2020 Communicate Brochure

17 PRINT According to a Simmons Multimedia Engagement Study, magazines promote reader engagement in ways that the Internet and email simply can’t. More people report having an emotional connection with printed material, in addition to a higher level of trust. Assuming that a magazine’s content is higher quality and better filtered (which it usually is), readers will process printed information in much more depth than digital messages. A magazine typically becomes a library, coffee table or tote-bag fixture, letting members return to its pages or share it with others. The printed publication’s high circulation and positive reception are also attractive to advertisers; consequently, many associations enjoy steadily increasing revenues — and potentially, profit-sharing — as a result. DIGITAL Technology enthusiasts have a long history of claiming that digital communication has made print media nearly obsolete. In terms of content flexibility, instant distribution, access to analytics and postage savings, it’s hard to argue with the strengths of digital editions. However, there’s a flip side to just going digital. Many surveys reflect a significant decrease in engagement times — as much as 72% — from print. In other words, format matters. Readers just don’t spend as much time reading a digital periodical One of the largest positive factors of digital magazines is that they are not competing with print editions. It has been found through many studies that while readers do prefer digital editions, they are interested in holding on to printed versions when available. — DCatalog