Are printers failing at defending their livelihood?



We’ve been following the blogging team at InkOnDaPaper for some time now. Earlier this month they published a post with this title:


We’ve failed at defending PRINT


Obviously a provocative headline given that their target audience is printers. But, the opening paragraph is hard to argue with:

“As a print community we haven’t done a good job of showing how powerful print is, and I’m here to take a stand. It is time we show print for what it is……a results driven marketing tool. Plain and simple it may cost more but the results far outperform all other channels.”
The authors back it up with stats too: According to the Direct Marketing Association, direct mail response rates are 3.7%, compared to email at 0.1%, and Internet display at 0.02%.



Are we defending print?