Paper Trail: To Austria and Back Again
Tourist map — This was a big frustration for me, even with a map I was confused and took a wrong turn. Why not have it all digital with the hotel person having a sheet of local destinations as QR codes and you explain what you want and then they plug them all into your phone. Then as you are walking along you can track yourself as you move and know exactly where you are. The printed map had some value, but an interactive option through your smart phone with live GPS options would be better.
Newsstands — Amazing amount of print, I was shocked at the number of printed options. My impression was that printed news and magazines enjoy a more robust life in Europe. I think in the U.S. we have moved further away from them, but they have a strong presence in Europe or at least Austria and Germany.
Advertising lines the walls and streets, all printed — We will see digital replacements for these; I am positive of this.
More food packaging exposure.
In conclusion, print has a very strong value in a number of ways. Digital options also have their place and will replace printed options. Print will remain a strong option and while its use will be reduced in areas, I feel strongly that there are very strong reasons why it will remain dominant in a variety of areas.
Your comments welcome.