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Tersebox | Millennial's Corner | STAND. START. WIN.

Is Print Dead in Digital Era of Millennials? We Agree to Disagree

print dead in digital era of millennials
[Photo; Pixabay]

Tech

Is Print Dead in Digital Era of Millennials? We Agree to Disagree

Print has always been one of the powerful tool of communication in the society. In the digital era, social media has enabled better outreach of prints but the notion circulated in our community that era of print is over in the digital wave & Millennials are the main reason behind it. We reject that particular notion. Let’s start with some recent studies to cement our disagreement.

Canon Print for Action Survey statistical output says that the print medium has a favourable influence in lives of U.S. Millennials. 48% of Millennials turn to books to relax compared to 56% watching streaming services. Nearly half of Millennials prefer reading a book to feel relaxed as compared to activities like exercising (37%), cooking (37%) and meditating (21%). Shinichi Yoshida, executive vice president and general manager, Canon U.S.A., Inc. says “We are pleased to find that, despite living in what seems like a digital world, Millennials still count on print for information and inspiration”.

In another study conducted by Ipsos, Millennials along with GenX and Baby Boomers are experiencing upward swing in mobile data usage. And in same study it is found that Millennials are 40% more likely to pay attention to newspaper and magazine advertisement than to advertisement on laptop (35%), mobile (34%), or tablet (29%). According to Omnipress, 89% of Millennials use print media for professional and educational material. So, first of all print is not dead and secondly Millennials are bringing back print in a different way. In the UK, 2019 Ofcom News Consumption Survey, which found that magazines are the UK’s most trusted source of news, across all generations.

We need to understand reasons behind above behavioural interpretation despite abundant presence of social media. One of the biggest reason is we are tired of continuously falling prey to fakes news. Today, digital influencers, independent editors & activists have filled the world of social media with fake news. To counter that Facebook and other social media giants has to deploy Fact checkers & other adopt appropriate measures to counter those fake news. Well we agree with the point that social media is helpful in countering fake news spread by print. Trust is the factor what makes print more preferred than digital.

When it comes to print, print stays long with a reader whereas digital stays for fraction of second because we keep scrolling up and down to explore more. Moreover, print gives you a better reading experience with crossword puzzles, cartoons and quizzes, which are still vastly used. Long shelf life of print helps the editors as well as the advertisers to create long impact with their audiences.

Well we don’t say no to the fact that US print media saw downward trends in revenue and many print houses has to lay-off their employees between 2010-2017. Downward trends in because of the Millennial’s have found interest in small print magazine managed by founders between age group of 20-30. Content is the king, these small magazines are more connected to the millennials because of the content provided according to the millennial’s interest.

Terri White, Editor-in-Chief of the film magazine Empire from the Bauer Media Group says, “The digital space is a hectic, loud, cluttered landscape with bloggers, influencers, journalists, editors, writers, marketers all shouting into the void, their voices surfacing, or not, depending on SEO or algorithms.” In contrast, she adds, “The intimacy is unrivaled” when readers hold print in their hands, “a visceral, powerful connection” is created. “In this increasingly digitized world, you cannot underestimate how much people just want to feel something real”. In short, print is not dead and content is the king. We Millennials are reason behind positive disruption.

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