Is the printed piece going by the way of the dinosaur?

The trend over the past several years has been startling. In business for 17 years and in the communications industry for 23 years, I have seen the printed piece severely diminished. Is this the evolution of communications? Is this to save money? Is this to save trees? Is the printed brochure still relevant anymore?

I believe that the brochure, or the “printed piece” is still a viable and necessary tool in communications. There is nothing like a well printed brochure. The touch and feel of beautiful uncoated stock. The richness of a photographic reproduction captured with laser-like precision from a 6-color Hidelberg press. The elegance and finish of perfect binding.

A brochure is, in it’s pure form, a reflection and reminder to your client of your company’s product or service. Think of the last time you went to a new car dealer and you fell in love with that car that you couldn’t afford. The salesmen then handed you a fresh-off-the-press brochure. And when you got home you read through every page like you we’re studying for a test. You imagined, you envisioned, you dreamed.

The brochure was a living document behaving like the best salesmen whispering in your ear. This is communications at it’s best. The printed brochure is a controlled article not beholden to a company’s laser printer. And in this era where most company’s are scaling back the printed document, it is, in my opinion, the one’s that still print will truly stand out in the crowd.