Intergraf, the European printing industry association, has just published a comprehensive study entitled Comparing Print and Digital Media . This report offers a nuanced perspective on the respective roles of print and digital media, drawing on data from over 75 studies. This in-depth analysis focuses on the sustainability, effectiveness and perceptions surrounding these tool categories.

Sustainability: deconstructing preconceived ideas

Intergraf's report challenges commonly held ideas about the environmental impact of digital media compared to print.
He points out that the digital sector has a growing ecological footprint, due to its global emissions, energy consumption and waste production. A critical assessment of life-cycle assessments is therefore necessary to avoid biases linked to underlying assumptions.

Reading, the importance of print media

When it comes to reading comprehension, learning and retention, print media remain of paramount importance.
The report emphasizes that, although digital media broaden the scope of reading, they do not replace the unique benefits offered by print media. For education and training professionals, this distinction is crucial: the two formats offer distinct advantages and should therefore be seen as complementary, rather than interchangeable.

Marketing, the strength of print campaigns

Despite the rise of digital marketing, the study shows that print media play an essential complementary role. By reinforcing digital campaigns, they increase online engagement, build customer loyalty and stimulate purchasing behavior. Print has a unique "staying power" that helps companies maintain customer loyalty.

Digital divide: a persistent challenge

The report also highlights the persistence of the digital divide within the European Union. This divide manifests itself in disparities in terms of access, skills and integration in various digital domains such as e-health and banking. The use of printed media therefore remains essential to reach all citizens effectively.

Source: PrintIndustry.news