Can we reverse the decline of Print Advertising?

Interesting article below on some of the ways we can reduce the decline of print advertising. Many times it can be finding innovative ways to incorporate both print and technology. I found that this article outlined several ways that print advertising can still grab your reader’s attention.

Take a look and let us know if you have any other examples you can share.


It’s (probably) not the first time you’ve heard that ‘print advertising is in decline.’ Advertisers are spending less on print ads, either because they have a smaller budget for advertising in the first place, or because they are putting that money into digital.

But print still commands trust and action – 44% of customers visit a brand website after receiving direct-mail marketing (via DMR). So is it now a case of finding new ways to connect via print?

Many consumers trust print, and the tactile nature of print materials offer an appeal to the senses that digital cannot even begin to approach. So,what are some new and evolving forms of print advertising that might help dig it out of its current slump?

Conductive ink

Conductive ink connects print related items (billboards, posters and street signs) to the digital landscape – through touch.

Sounds exciting, but is this just another short-lived gimmick? provides a fuller explanation of just how conductive ink works, and how it could help revitalize print advertising. Click here to read the full article

How does it work in real life?

Take a look at Schwartz ‘Sound of Taste’ campaign.

The Sound of Taste – Feel Flavour from Grey London on Vimeo.

They created an interactive poster to help demonstrate the effects their herbs and spices have on the senses. The inks were touch sensitive – helping to make the poster interactive.

Wall printing

Not really a new form of advertising, but the latest technology helps to push it up the ranks in our books. Using a good quality picture, Zeescape can replicate your picture (up to 2.5 m high and unlimited width) on varied surfaces….including, plaster walls, render, glass, wood, tiles, steel, canvas and blinds.

How does it work in real life?

Interactive Print Ad

These ads integrate electronic components that work behind the scenes to bring a bit of the interactivity of the screen to the printed page. Of course, these can be difficult to create and costly to implement.

How does it work in real life?

When Motorola launched the Moto X Phone, they wanted to create something a little different than just a static print ad. Their interactive ad uses circuits and components built into the page to allow audiences to change the color of the phone on the page.

The ad was showcased in Wired magazine, and distributed only in New York and Chicago.

These aren’t necessary groundbreaking new forms of print advertising, but they do show that it is evolving – and that print is no longer just a static medium.

What do you think? Does digital-like interactivity have a place in print? Or are these just short-lived gimmicks? Let us know!

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