New Print Campaign Is Fatally Flawed -- McIlroy
But this isn't the key issue to reject this promotional program. Here's the problem: ". . . the objective of this campaign is . . . the positioning of print as part of the information technology or IT-sector of the U.S. economy."
Print as information technology? Wrong. Print is not an information technology. That's not print's key strength. Print is presentation. Print is portability. Print is convenience. Print is tactile. Print is beautiful. Print is not an information technology. It's a centuries-old craft that presents ideas and images in a manner designed to aid the reader to absorb the artifacts of our culture.
The Internet is information technology. Everyone knows that if you want to get the most up-to-the-moment in-depth information, go online, not to the newsstand.
I'm not sure that I need to quote an authoritative source here but, just in case, I went to the Website of the Information Technology Association of America.
Here's its explanation of IT: "Information Technology is one of America's fastest growing industries, encompassing computers, software, telecommunications products and services, Internet and online services, systems integration and professional services companies." No mention of print. I wasn't surprised.
Do we really think that if we repeat "Print: The Original Information Technology" often enough, the public will see it as equivalent to the Web?
I don't believe it for a minute.
But that doesn't mean printing isn't sexy. There are so many wonderful things about print, so many things we can remind the public of, without trying to be IT-cool.
Roper acknowledges print's strengths in his remarks: "Ink on paper has consistently proven to be the most reliable medium to convey images and ideas." Exactly! Print shines in so many areas. A newspaper on a lazy Sunday morning. A page-turner on a sunny beach. A colorful magazine on a long flight. An art book. A beautifully printed poster.