Print publications and online information. Two separate entities that have nothing to do with each other, right. Right? Of course not.
Although both print and online each have their own strengths and weaknesses, if used properly, they should be complementary.
Print has the benefit of reaching anyone at anytime. The reader doesn’t have to be computer savvy or even near a computer. It is a timeless method of communication that, once printed, is permanent. People can tack it to their fridge, add it to a scrapbook or even let their parrot read it.
You can also establish credibility and a presence through print. Lets face it, whether it is reasonable or not, seeing a glossy four colour brochure makes the company seem more legit than a website that could have originated in Timbuktu (not that there is anything wrong with that).
However, like most things in life, print has a downside. Print is often pricey, has a limited shelf life and distribution is often an issue. In addition, space is often valuable – because of the cost of print, it is often necessary to limit the amount of information you provide.
In addition, print is at best, a one sided conversation. Your audience can’t react or engage. They have no opportunity to give you feedback or hold a conversation.
Online communications however, have the ability to react quickly and provide the most up to the minute information. It is also possible to provide an infinite amount of links and resources to your subject area. One of the strongest features of online communications is it’s ability to be interactive and engage your audience.
Online is economical and substantially lower than print. The number of customers a website can attract is unlimited, but if you print 500 brochures, you will likely reach a maximum of 500 customers.
The downside to online? Even with the advent of smart phones, Kindles and netbooks, many people would still rather curl up with a book to read. There is a whole generation that prefers to use the internet to get quick information like addresses, prices and store locations. These people don’t want to be online for long periods of time, reading vast quantities of information. It is also important to be aware that the internet can be a quagmire of information, that has the potential to distract and overwhelm your audience.
Once you understand the strengths and limitations of each medium, it becomes clearer how they can support each other.
Here are some things to keep in mind:
How have you integrated your print and online communications? Do you have any additional tips or unique ideas? Please don’t hesitate to leave a comment and enjoy one of the benefits of online communication – interaction!
