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Are Ink and Paper Obsolete?
By: Janet Kalandranis
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Consumers no longer have only a cell phone. There is the smartphone combined with the tablet and maybe an e-reader that all belong to one person. With the available technology and ability to get information through multiple online resources, the paper boy must be dealing with a decline in business. The conversation should be all about mobile and online ad placement for all brands, right?

Well, not exactly. Although two-thirds of U.S. adults now use at least one mobile media device, there is still some hope for the good old brick and mortar (or pen and paper in this case). Although new-age media devices are becoming increasingly prevalent in adults, this doesn’t mean that consumers are ultimately abandoning newspapers and magazines to get their news fix. In a recent study by Donald W. Reynolds Journalism Institute at the University of Missouri, it was found that there are nearly equal percentages of mobile media device users and non-users who stated that they subscribe to at least one newspaper or magazine. That’s great news (in print). Brands no longer need to move full media plans online and into the digital world, unless, of course, it makes sense.

More important than where a brand puts their media is why that decision was made. Data from mobile media device users can give companies the information to go after certain target groups or better understand the ones it has. It was found that different device brands tend to have different audience profiles, so now companies can drill down into the mobile world with more direction and hopefully more positive outcomes. It’s a little like the world of print, but just a bit more modern.

Print or digital? The answer isn’t that simple. It should never be one or the other, but more chosen based on the objectives of the brand and data used for the conclusion. It may not be as black and white as it once was, but the same principles apply. Do the research, go after the target, and hopefully success will follow. 


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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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