A premium product

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So why are companies so wedded to print, despite all the talk of the shift to digital? An important factor is that, because they are now scarcer, printed reports are seen as a ‘premium’ product.

Receiving a printed report through the post, or being handed one at the end of a meeting, is sure to make the recipient feel more special than receiving an email attachment with the same report.

While digital is mass-market, print is a luxury product – the equivalent of getting a Gucci handbag as a gift rather than one from Marks & Spencer. This can be a powerful way of grabbing someone’s attention and starting a conversation with them. Smart marketers recognise that.

It means, however, that there’s more emphasis than ever on the quality of list of panama cell phone numbers your printed reports. Digital printing has brought down costs, but it’s not always the same quality. It’s vital to use a good-quality printer, and select paper with a good stock, to ensure that the finished product maintains the sense of luxury.



Brought up on print


It shouldn’t be forgotten that the generation of executives who are sponsoring thought leadership – and the C-suite audiences they are trying to reach – tend to be people in their late 40s and older.

These are people who have grown up with print and who may be relatively less ‘digitally savvy’ than those in their 20s and 30s. They still want a report to put on the table when they visit a client, and are less comfortable handing over a USB stick or telling them they’ll email it over when they’re back in the office.