The digital advertising wave is rolling, but the arguments are shaky It seems as if there is no stopping the trend of switching from printed advertising brochures to digital advertising. Companies such as Obi and Rewe are leading the way and claiming to want to advertise in a more environmentally friendly and resource-saving way. A noble intention, but are the reasons for moving away from print really as valid as claimed?

Fact check: What studies really say

The myths about the environmental impact of printed advertising brochures are persistent. High water and energy consumption, poor recyclability and low response rates - "nobody reads that anymore" - are the common prejudices. However, the IFH Cologne (Institute for Retail Research) has debunked some of these myths with its Prospectus Monitor 2023. In a representative survey of 1,260 people, it was found that 66% regularly read printed advertising leaflets - compared to 52% who do so on marketplace websites. Printed brochures, flyers and leaflets reach 60 percent of respondents, while online newsletters only interest 38 percent.

Even though the proportion of readers of online brochures has risen in recent years - which is hardly surprising given the pandemic and the increase in online-only discount coupons - the reach of print advertising remains remarkably high: in 2016 it was 98 percent, in 2023 it was 96 percent.

Print: Unjustly in the shadows

But despite these figures, many companies are turning away from print advertising. Rewe plans to save over 73,000 tons of paper, 70,000 tons of CO2, 1.1 million tons of water and 380 million kWh of energy annually by eliminating printed advertising brochures. At the same time, shoppers' communication behavior is increasingly shifting to digital channels, especially among the younger generations. This may give the impression that print is no longer up to date.

But is this really the whole truth? Digital advertising, as efficient as it may seem, also places a considerable burden on resources. The provision of data requires immense amounts of energy and valuable, non-renewable raw materials for the server infrastructure. According to Bitkom, data centers in Germany currently require 16 billion kilowatt hours of electricity per year.

Why print is still unbeatable

Prejudice number 1: Print advertising is not environmentally friendly. In fact, paper for advertising purposes contains a high proportion of recycled content and is turned back into waste paper after use. The recycling rate for printing paper in Germany is an impressive 83.3 percent. Modern print shops also work according to strict environmental standards and are increasingly using sustainable materials.

Prejudice number 2: Printed advertising is too expensive. Digitization has lowered the production costs for print products. Thanks to efficient processes, prices have fallen and even complex printing work has become more affordable.

Prejudice number 3: Digital advertising is more efficient. Digital advertising may be easy to track, but print reaches people in a deeper, more emotional way. Thanks to haptic experiences and innovative technologies such as QR codes and augmented reality, print sticks in people's minds and connects the analog and digital worlds.

Conclusion: More creativity for more impact

The print industry has changed, and with it the possibilities of print advertising. We call on marketers not to write off print, but to use it creatively. High-quality, refined print products can be a powerful response to the digital sensory overload. Investing in print also means investing in customer appreciation - and that pays off.

Print lives. Print works. Let's use its potential!