Publishers: Multi-channel Means “Print First”

By | February 17, 2014

A study conducted by WoodWing Software, a multi-channel publishing system developer, found that when publishers think multichannel, they think print first.

In the study, WoodWing surveyed a total of 125 participants, mainly from the Americas (38%), Europe (54%), and the Asia-Pacific region (8%), asking about their publishing strategies and the use of social media.

The majority of respondents (59.2%) favor a multimedia approach. No surprise there. Specifically, they favor a combination of print, web, mobile, tablet and social media.

More surprising, however, is that, in today’s age of social media and email marketing, the plurality (21.6%) favor a “print first” strategy. Only 5.6% favor a web first approach, 4.8% favor a mobile first approach, and a mere 1.6% favor social media first.

Look at that — print wins again.

The study was conducted from mid-December 2013 to mid-January 2014. It consisted of four multiple-choice questions. Respondents were mainly from newspaper, magazine and corporate publishers as well as advertising agencies and marketing departments.

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One thought on “Publishers: Multi-channel Means “Print First”

  1. Gina Testa

    In today’s digital-focused world it is great to hear endorsement around the significance of print. The personal connection and memorable impressions that consumers feel when holding a printed piece is one that companies should not overlook. In fact, studies have found that people view printed marketing to be the “most trustworthy” of media channels. So what better way to publish than by thinking “print first?”

    While print may not always be the primary focus for marketing campaigns these days, marketers need to recognize that it still plays a valuable role in integrated campaigns. If you have a moment check out my colleague’s take on the subject here—it’s a good refresher on why print wins. —Gina Testa, Xerox U.S. Graphic Communications Operations, @GinaTesta

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