The concept of creating campaigns to show the “power of print” is a hot topic with many in the industry and its organizations. There is a lot of online buzz about the recent campaign by five major magazines, and I probably have to agree with the nay-sayers that it’s not going to do anything to move the needle — and it may have taken the wrong tone.
Regardless, it won’t hurt to remind folks/buyers that print is a very good alternative for communications (at one time it may have been the only alternative). And many members of Printing Industries of America and PIA MidAmerica will see a variety of tools developed for their use. BUT, a “got milk” campaign is not going to do it.
There have been fundamental changes occuring in communication because of the Internet, and the genie is not going back in the bottle. For some real thought-provoking ideas, read Richard Romano’s article titled “Disrupting the Power of Print” in Print CEO. It’s well worth it.