Stats, Facts, and Article Updates
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The Latest Statistics and Resources to Promote the Value of Print
Startups around the world are breaking out into the (once thought to be dead) magazine market. As they look at print as an extension of their brand and product offering, businesses see the magazine as a revenue generating tool—not a declining medium.
In a 2005 San Jose University study, researchers found that when people read on a screen (rather than paper), they practice a nonlinear method that declines sustained attention and decreases an in-depth reading ability. Overall, this type of reading can inhibit comprehension in readers.
Last year, a survey of students found that 87 percent of college textbooks bought were print based. Most students said their focus and comprehension increase when reading from a print textbook, rather than a screen.
Is Digital Media Worse for the Environment than Print?
If your goal is to save trees or do something good for the environment, the choice to go paperless may not be as green or simple as some would like you to think.
Print Is Dead? Not So Fast.
Consumers are more engaged when reading printed material, unlike websites, which are often skimmed in as little as a 15 second visit. A study shows that people read digital screen text 20% – 30% slower than printed paper. (Alshaali & Varshney, 2005)
Encouraging People to Go Green, Go Paperless Is A Sound Environmental Practice
Beyond the fact that "go paperless" marketing messages ignore the highly sustainable nature of print on paper—it comes from a renewable resource, is recyclable and recycled more than any other commodity in the U.S., and has great carbon characteristics—these claims fail to meet the most basic tests for acceptable environmental marketing as outlined by the U.S. Federal Trade Commission (FTC) and others.
The truth is that both electronic and paper communications have environmental consequences, and we should continue to look for ways to reduce the footprint of both rather than using unsubstantiated environmental marketing claims to promote one over the other.
Paper Fun Truck
So what happens when the Paper Fun Truck pulls up to a school, a business, a retirement community and even a Los Angeles-area beach? You will have to watch to find out.
This exciting video marks the latest addition to Domtar’s award-winning PAPERbecause campaign. The video tells the story of the Paper Fun Truck, patterned after the ice cream truck that most of us remember chasing down the street when we were young. The goal was to show how paper will always be a part of our daily routines – even in a digital age – because it not only meets important needs, but also brings excitement and joy.
Here’s the video http://youtu.be/qj8u-Ko62Q8, which you are welcome to share on your website or with others who may be interested. We want as many people as possible to see the Paper Fun Truck in action.
Paper is good…pass it on!
NEW Article! “Is paper and print still important? From traditionalists to technologists, we asked the experts”
NEW Article! “The Future of Print”
NEW Statistic! 87% of people polled believe the main reason companies want to shift customers to electronic delivery formats is to save money, not to be environmentally responsible. (Two Sides Blog: Go paperless, Go Green? Most consumers don’t believe it. It’s time for companies to quit saying it.)
- “Study Reveals Users of E-Readers Remember Less Than Those Who
Read Printed Books”
- “The World's First Mosquito Repellent Newspaper”
- “A 3-step Sustainability Action Plan for Business Leaders”
- “Printed Page-Turners Still Preferred over Ebooks”
- “Millennials prefer PRINT coupons . . . yes, really!”
- “The Secret Lifecycle of Recycled Paper”
- “More than 20 leading U.S. companies remove anti paper green claims”
- “In the Name of Print: How Printing Industries of America and Affiliates Are Fighting to Promote the Value of Print (Part 2)”
- “In the Name of Print: How Printing Industries of America and Affiliates Are Fighting to Promote the Value of Print (Part 1)”
- "Why Gen Y Is More Print-Friendly Than You Think"
- When asked which ads they're more likely to remember, 50% of teen respondents chose offline ads while just 12% chose digital ads. (News from RIT's Print in the Mix—March 2013, Study: U.S. Teens Prefer Offline Ads to Online. study by research firms Research Now and K&A BrandResearch)
- Planted forests cover 264 million hectares around the world, and can be environmentally sound sources of renewable energy and industrial raw material. (Living Forests Report Chapter 4: Forests and Wood Products WWF)
- Teens said traditional ads were twice as likely than digital ads to have introduced them to a product they then went on to purchase (46% vs. 23%). (News from RIT's Print in the Mix—March 2013, Study: U.S. Teens Prefer Offline Ads to Online. study by research firms Research Now and K&A BrandResearch)
- According to a Pitney Bowes survey, 76% of small businesses say their ideal marketing strategy encompasses a combination of both print and digital communication. (Print's Not Dead: Print Marketing Will Thrive in 2014 and Beyond blog written by Vladimir Gendelman)
- The Print Industry is a $640 billon industry and drives $3.8 Trillion in related services. (Print is Big)
- There are approximately 10,200 bookstores in the United States; annual revenue of the book industry is approximately $23 billion a year. (31 Eye-Opening Book Sales Statistics, BrandonGaille.com)
- Even in today’s digital world, a study by the Pew Research Center found that 81% of parents believe reading printed books is very important for their children. (Pew Research Center, Internet & American Life Library Services Survey, 2012)
- 51.5 million tons of paper were recovered from recycling in 2010. (Print is Big)
- In Epsilon’s consumer preference survey: 62% of Americans enjoyed checking the mailbox daily. (The Digital Nirvana, To Print, or Not To Print? That is the Question)
- Cloud data doesn’t exist in thin air but in huge data centers that consume vast amounts of energy. How much? A recent study sponsored by The New York Times estimates that worldwide, data centers use about 30 billion watts of electricity, roughly equivalent to the output of 30 nuclear power plants. (Today’s Office: Not So Paperless After All, Why Paper Continues to Thrive in the Digital Age, TheBuildNetwork.com)
- Spam email wastes 33 billion kilowatt hours of electricity each year, the equivalent CO2 emissions of 3 million cars using 2 billion gallons of gasoline. (Today’s Office: Not So Paperless After All, Why Paper Continues to Thrive in the Digital Age, TheBuildNetwork.com)
- In a survey conducted by the U.S. Postal Service, 67% of respondents said they feel mail is more personal than the Internet; 56% say receiving mail is a real pleasure; and 55% look forward to discovering the mail they receive. (Infomedia for the U.S. Postal Service, March 2005)
- A survey by Target Marketing found that direct mail delivers the strongest ROI for both customer acquisition and retention. Among the marketers surveyed, 31% report that direct mail is the most effective means of landing new customers, nearly double those who cited email (17%) or social marketing (13%). (Today’s Office: Not So Paperless After All, Why Paper Continues to Thrive in the Digital Age, TheBuildNetwork.com)
- Printed materials—brochures, print ads, direct mail pieces—account for more than 85% of total print industry revenue, as opposed to about 13% for non-print revenue—PURLs, QR codes, email, SMS campaigns, etc. (Direct Marketing News, Look! It’s Alive, It’s Moving! It’s Print)
- There are more forests in the U.S. today than 70 years ago; the paper industry plants three times more trees than it harvests. The paper industry accounts for only 11% of cut trees. (Today’s Office: Not So Paperless After All, Why Paper Continues to Thrive in the Digital Age, TheBuildNetwork.com)
- Printers support using paper that preserves the ecosystem.
- Paper is a completely renewable resource.
- Print is effective—67% of online action is driven by offline messages.
- 75% of consumers use newspaper inserts to plan purchases.
- The U.S. forest products industry is responsible for more than four million trees being planted each day—greater than what is harvested.
- According to FedEx Office’s annual survey of small businesses, 61% of respondents believe traditional marketing and advertising methods are more effective than Web-based counterparts.
Here you will find brochures, informational sheets, advertisements, posters, videos, and interviews focusing on the value, effectiveness, and true environmental impact of print.
- Collateral—brochures, advertisements, flyers, posters, and other campaigns promoting print from organizations from across the country.
- “The Fine Print” PR Toolkit—this member-only toolkit can be used to convey the value of print and counteract negative statements from the media and objections to print by the consumer.
- Multimedia—radio interviews and videos discussing the effectiveness of print and the value in marketing your company as sustainable.
- Additional Resources—RSS feeds from Print in the Mix offering compelling, verifiable, and factual data from a variety of academic and reputable sources that make the case for print.
If you have any questions regarding the Value of Print campaign, contact Printing Industries of America at 800-910-4283.
The Value of Print—Renewable, Recyclable, Effective
Published on Wednesday, April 16, 2014 (updated 07/24/2015)