Everybody is so eager to eulogize print, we may be burying it alive. Thought-leaders in marketing, publishing, and entertainment seem to be simultaneously wringing their hands, clutching their iPads, and writing wistful blog posts about the pleasures and demise of the printed page.
So is print dead? We think this is the wrong question to ask. Print is alive and well, in all its familiar forms. But print is changing, often too quickly for comfort. When it comes to your marketing communications, a better question is this: When is print the better choice?