Print prospers in our digital age. Even amongst the young – especially amongst the young – there is an appreciation of the tangible. Despite having digital versions for over a decade, the UK Market Review now has more print copies than ever. Central to the ‘pitching pack’ that Jackson-Stops leave with potential clients, it is a key expression of their brand.
Does anyone read this stuff?
Yes. We know they do because the content prompts so many reader questions. Keeping readers interested, so they absorb everything from start to finish, is our challenge. So we start with great images, match those with engaging headlines and then write every line, to tempt you to read the next. For content, we research extensively within and beyond the client organisation. We then collaborate with the client team before drafting articles which demonstrate the thoughtfulness of the brand, generating positive associations with its expertise and trust. The printed editions are, though, essential for people to read and remember what we create. Online versions just don’t cut it as anything other than a nice photo flick-through. And that’s not just our opinion.
The science: print is better for brand recollection and emotional impact
Good science backs up the commonly held view that reading stories in print, is easier to do and to absorb, than on a screen. The conclusions of a study by Bangor University, using fMRI scans, included that physical material, being more “real” to the brain, has more meaning. Being physical, it connects to spatial memory networks, making it more memorable. Having pages to turn and texture to feel, it generates more sensational and emotional processing, which is important for memory and brand associations. Bangor’s findings tie in with those of the Canadian neuromarketing firm True Impact. It found that, when considering print vs on-screen advertising, brand recall was 70% higher amongst those exposed to the printed version.
Isn’t print carbon-heavy?
The UK Market Review is printed entirely on FSC certified, partially recycled and 100% recyclable paper. Increasingly, it is distributed by vehicles powered by ‘green’ electricity and always by modern highly energy efficient vehicles. Yes, it needs paper, inks, energy and transport. But, in using highly environmentally responsible printers and technologies, its footprint is a fraction of what it once was and coming down all the time. Remember, too, that datacentres and computer technologies are far from carbon-neutral. Data centres already account for around one percent of the world’s greenhouse gas emissions (International Energy Agency) and, according to Wired Magazine, integrating AI large language models into search engines could mean “a fivefold increase in computing power and huge carbon emissions”. In both cases, the carbon footprint depends more on production process, than the chosen medium. We can and do help businesses ensure that their print choices are as low carbon as possible.
Famous faces can engage and boost brands
The back page of the Review is always a two minute read by a guest writer on the broad subject of Home. Often by a famous journalist or author, occasionally a full-on celeb, it’s always someone whose image reflects something positive and relevant about the Jackson-Stops brand. The latest edition features a heart-warming story by the influential Cumbrian sheep famer (country roots) and best-selling writer (successful, expert), James Rebanks. Again, this sort of content just feels so right in print. Just ask yourself, if you had written a book and wanted to give it as a present to a friend, what would you choose – to hand over a beautifully wrapped, hard-bound printed edition – or just a link to a free Kindle download?
No contest.
——
Links:
Paper & neuroscience: https://www.forbes.com/sites/rogerdooley/2015/09/16/paper-vs-digital/?sh=3ac4c72033c3
AI & carbon footprint of data centres: https://www.wired.co.uk/article/the-generative-ai-search-race-has-a-dirty-secret
Jackson-Stops UK Market Reviews online editions: https://www.jackson-stops.co.uk/pages/guidance-publications
