2021 FOCUS Flipbook

Perhaps the most important benefit of print media is tangibility. Many people prefer print, because they like the feel of paper. Having it in their hands means that the content is real, it exists. Print media is unique in its capability to trigger a number of senses. Also, triggering multiple senses will add to the effectiveness of print advertising. Martin Lindstrom, writer of Brand Sense, says that when brands appeal to more than three senses, message effectiveness will increase 70 percent. Don’t Ditch Your Print 13 If consumers can integrate print and digital into their lives, so should marketers. If you’re considering ditching your print publication, thinking about starting a print publication, or just unsure of what to think about print’s future, here’s what you need to know: Print = The Sensory Media Experience 1