Dieste: Print Advertising Is Still Current In The Digital Age

Stephanie DelCarpio, Print Producer; Jana Youngblood, Studio Manager, and Anne-Marie Zorad, Print Production Supervisor at Dieste, highlight the comeback of print messages in the age of the internet, in an article published in the agency’s weekly bulletin. “Now that digital advertising is the standard, we are forced to view and work with print in a whole new light, print advertising as the non-traditional method” they wrote. They spoke about how digital companies such as Twitter, Airbnb.com, All Recipes, CNET.com, Net-a-Porter.com and Dogster.com, have included a non-traditional print medium in their strategies. They explain some advantages for print that these digitally-led companies see value in: “The first one is tangible connectivity. Print gives personality to the brand, from touch to sight to smell. That connection resonates with people, such as Millennials and Gen Z’s. Second, going offline, omnipresence, because the bombardment of digital ads can feel overwhelming, and print allows you to look away, concentrate, and enjoy the experience. Third, ad blockers, that have proliferated (for 2016, 70 Million users in the U.S. had installed them on their computers and mobile devices). But with print, there is nothing to block. Brand and content will be seen. And fourth, emotion. Wedding invitations, birthday cards, and catalogs produce more exhilaration and joy when they are received in print.”