Print Is Good

The news is full of stories about e-books and the shift from print to digital. While I support that shift and am a heavy consumer of digital content, I still love print for certain things. Here are a few of them:

I like print for handy, domain-specific data and tips. Take a look at the print items below, for example.  They are from various collections I’ve kept over the years from my days at two of the historic “Big Eight” consulting divisions. 

The first image is four, two-sided cards from Arthur Andersen (now Accenture).  They were laminated to last and sized to fit in a purse or suit coat pocket.  The examples shown are for effective presentations, effective written communications, management tips, etc.

The next image is a set of nearly a dozen similar pocket cards from Coopers & Lybrand (now part of IBM Global Services).  Each one was a guide – a checklist, really – for different aspects of microcomputer services, from design to testing of systems and everything in between.  Unlike the Andersen cards, these would fold out.

Speaking of IBM, the next image is a couple of IBM pocket cards that I used for quickly troubleshooting code in Assembler, JCL,  or COBOL.  I’ll admit, they are a little bit like the slide-rule equivalent of paper.  But, man, once you got proficient with these things, they were instant reference tools.
In every case, these print materials are like flash cards for business – info rich, easy to carry, quick to search, and not reliant on a power or network source.

I also like print for “right brain” publications. Go to the magazine rack and pick up a magazine on architecture, design, or other specialty subjects. A couple of my favorites are below. 

The first is from a multi-content magazine of poetry, short stories, criticism, and other writing and art, named Fishes.  And, yes, that is a fish hook tacked to the cover.  You can only find that kind of innovation with a print publication.

The other example is the most awesome vendor-sponsored newsletter I ever received.  The four issues I got in the mail are below.  Look at the amazing diversity in cover and interior typefaces and artwork.

Here’s another example of an interior spread – look at the page layout and the full bleed for the large image from Leonardo da Vinci on the left.

In addition to the innovative content, the form factor itself was innovative.  In the next image, you can see an example of one of the issues in relationship to an issue of Good Housekeeping and one of Craft magazine.  The Good Housekeeping is the typical magazine size you see in a bookstore or supermarket.
I consider these high impact publications which could only have the effect they produce through print.  They may be dangerous (as in a fish hook) or expensive (the “World Tour” issues must have cost a fortune), but no PDF could ever duplicate the impression they leave with the reader.
Perhaps my most favorable, old-school bias towards print is that I prefer to have at least one item that is principally designed for print for any company, organization, or major project (like an event, for example) that I run. 
Whether it’s a glossy, sixteen-page, full-color brochure or a suit-jacket sized pocket folder with a space for a business card and other on-demand inserts, I find that there remain too many situations where having something that you can physically hand to someone helps differentiate you from others and keeps your brand physically present on a table or the desk of the recipient.
Again, just because it’s print, doesn’t mean you can’t leave as innovative an impression as you would working only in digital form.  A couple of examples include the image below, where a company where I worked prototyped a version of the book that you see on the bedstand tables by most medium- to up-scale hotels.  Only, in this case, the book was intended to be another reminder of our “high touch” customer service to complement our high tech services. 
The sleeve on the upper cover of the book was designed to hold the business card of the customers, to personalize it.  Inside the book were:
  • a personalized welcome and thankyou letter from our company’s chairman to the customer,
  • business cards of our client service team assigned to the customer,
  • pre-posted business reply post-cards that could be mailed to our company at no charge to the customer indicating issues going poorly or well,
…and other customer- and project-specific materials.

The other image, below, shows examples of various print pieces produced for internal, company purposes – all focused on mission / vision / values, and important contacts.  They are all business card sized and could easily fit in a pocket or notebook.

Pardon my pop-psych analysis, but my opinion is that these kinds of unique uses of print have a way, by their very physical presence, of sub-consciously producing a recipient’s greater trust in the “real-ness” of the company or organziation.
The last instance I’ll admit to preferring print is for most of my book reading.  The preference is health-related in two ways: in one way physical, and the other way financial.
Regarding physical health, I’ll share that I probably spend half of my book reading time in bed at night.  And I don’t know about you, but I just can’t get comfortable with an e-book in bed.   But far more importantly, there are some early warning signs that the electronics of e-books may be bad for you – especially at night. 
For example, in a June GigaOm post, one commenter chided Om for not giving enough attention to the negative consequences, writing:

Reading for extended periods on an ipad (or similar device) in bed prior to going to bed has a significant effect on melatonin production and other key neurotransmitters and biochemistry…. drastically impacting the the immune system and your ability to have restorative sleep.

There is a huge difference between reading a regular book which reflects low ambient light into the eyes compared to direct observation of an intensely illuminated surface… bottom line .. this trend will lead to a broad epidemic of auto immune disorder in the coming years…

For the financial health side of things, I love that you can get all of the print books you want from libraries at no cost (well, almost no cost, if you don’t count the mandatory $4 per year library card renewal and the optional library donation of $20 or so). 
Our own local library even reminds you how much you have saved in books, movies, and other content you might check  out during the year, with a little receipt it prints every time you visit.  As you can see from the image below, barely half-way into August I’d saved over $2,200, mainly on books. 

While you can get books on CD or DVD and tape, many library collections remain limited compared to print and e-book content almost universally comes with a cost, for anything other than the classics that are available for free download.

So there you have it…at least four instances why I think print is good.  Will we ever have a paperless society?  To me, that’s like asking will we ever have a garden-free society or a bicycle-free society.  Yes, we could, but why would we?  Let me know what you think.

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