Most of what I write these days is for digital media, notably websites, video and email.

So why are clients reaching out for help with printed annual reports, sales presentations and flyers? I thought print was dead. Well, apparently print plays an essential role within the 360 brand experience.

Why print

Presentations to investors demonstrate the value of printed pages. Expert presenters know investors are a studious bunch with an appetite for facts and a distaste for long-winded audio/visuals. Putting brochures on the table allows the money folks to take a break from the pitch to peruse the details. They can also take printed materials with them to perform due diligence in private. Could they do it on a website? Yes. But the printed piece in their hands is more immediate and inviting.

Inbox is full

Here's another reason why print prevails. The digital inbox is brimming with smart intrusions and disruptions that are sadly now seen as "junk." These emails are quickly shuttled to the trash and may trigger an instant opt-out.

Life outside the screen

Print is not subject to the same short life cycle. Brochures, postcards and flyers tend to hang around and get passed around. Not exactly a "viral" phenomenon, but print has longevity that earns its keep.

Informal metrics

Surprisingly, over the past five years my most successful direct marketing has been printed. While 60% of my audience opens emails, the well crafted printed pieces have actually performed better.

Before declaring print obsolete, consider its place in the multimedia experience. Print is a friend that tends to stick around long after the trash has been emptied.

This concludes my digital message. Imagine that. Even digital is endorsing print.