Why Should We Keep Print Alive?
Print has been around for some 600 years and by gosh we have to keep it going another 600. We bought equipment for hundreds of thousands of dollars, if not millions, and we have to make the payments and pay for the people to run it...so buy our print. It doesn't make any difference that maybe we didn't really think it through when we bought all this stuff.
After all: “Don't they come if we build it?”
Unless you have Kevin Costner on staff—NO!
I want to hear some good reasons why I should buy and consume print. If I’m an advertiser, I want to know why I should spend what little money I have on print, rather than on this cool Internet stuff that everyone’s into.
As a consumer, why should I go through mountains of paper and waste my time and mind space on all this junk I don’t care about? Granted print is better for reading and I like the idea of sitting on my couch and going through the Sunday paper, but that’s just one day, and just one or two papers.
And I’m not even talking about the environmental issues. I don't want to hear about “More print means more trees planted.” or the environmental impacts of data centers. I don’t buy it. You can twist the statistics all you want. Neither I, nor the vast majority of the world, buys this argument—be it true or false.
Well, since I’m not getting any good reasons...I’m going to give you my own:
1. As an advertiser, I think it would be great to be able to make sure my customers know about things I have to offer—the things that are relevant to their lives. And I want to make sure that message gets to them at a time when they could use it most. This would be great since I wouldn’t have pay for so much print and postage sending useless advertising to people who aren’t going to buy from me anyway. Answer me why should I be sending a teenage boy an advertisement for discounted diapers?