All Media Is Dead! Long Live ______________! (Fill in the Blank)

No matter how you wish to describe print—as a legacy technology, smart print, dead technology, ink on paper, or the term I prefer “New Print”—it has a future. Perhaps this future is not a bright as it was, but to have a future at all in this world of high gas prices, lower consumer spending, stock markets up one day down the next, is, as I see it, a very positive statement.

If you have been a regular follower of this blog, you know I have been looking to redefine print for some time. Over the past 12 months, I offered several different definitions, none of which I really found to be “the” definition. So I decided to rethink the process and create, develop, conceive of a brand new characterization.

I now have what I think is the perfect definition (which has been adapted to include any move into a future of 3-D or 4-D printing, and much more), and that definition can be credited not only to me but to many other print-based executives I interviewed who have endorsed the end results of my efforts.

What is NEW PRINT!?

New media integrated with legacy media;
Engaging tool, establishing a dialogue;
Worthy of the prospect in quality and message, and offer.

Personalized messaging, relevant offer, content and imagery;
ROI, each project goaled to generate positive ROI;
Interactive across multi-media (electronic, Web, digital, offset, etc.);
Networked across educational, social and supportive new media;
Tractable, measured, and data captured.

What do you think? I and those who I interviewed all agreed that after some modifications to the previous draft, I hit it on the head. In future blogs I will discuss the individual components of this definition—line items, a few at time, but for now before I etch this definition in stone, I really want to know what you think.

Thaddeus B. Kubis is an integrated marketing communications, media convergence, and experiential marketing evangelist.

A passionate believer in the integration of all online and offline media, inter-digital integration, unified communications, the measurement and ROMI of any marketing program based on results, Thad acts as profit advocate for his myriad of clients.
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  • Melissa Sienicki

    What do you think about the fact that many printers are also adding marketing/marketing tools to their list of services? Does this fall under the category of New Print as well? Taking copy and going the distance with it?

  • Tim Hennings

    Your "new print" definition needs go well beyond "personalized messaging" to "personalized content". In order to engage today’s readers, the text, images, product offerings, and even the calls to action must be tailored to the recipient, not just a brief message. Our blog post speaks to this in more depth. Thanks for tackling the definition and helping raise the bar for all.