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Is The Death of Print Being Over-Stated?

Every day, you see proof that print’s dying. Almost all publications — from newspapers to magazines to catalogs and brochures — are getting smaller, both in page counts and trim sizes.

But every now and then you come across some encouraging signs that there just may continue to be a viable role for print down the road. This morning I read a small article in The New York Times about how e-commerce shoe retailer Zappo’s is succeeding in mailing print catalogs. The article made me recall the kinds of articles I used to write during the print catalog’s heyday when I was an editor with the former Catalog Age magazine (now Multichannel Merchant).

The Zappo’s article showed that Zappo’s can bring in much bigger orders from customers who respond to its print catalogs than it does from online customers. That’s always been the case since the Web came along, and it’s showing no signs of changing. Makes me wonder if the costs of print, postal and paper can level off in the next few years whether that business may be rejuvenated.

As for newspapers and magazines, that remains anybody’s guess right now.

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