Print media has long been regarded as a source of reliable information. And even in the age of digital news and information sources, which are particularly affected by fake news that is sometimes difficult to recognize, print remains important for credibility and trust - and not just for generations that have grown up with print products.
The first newspaper dates back to the middle of the 17th century. Thanks to this long tradition, printed media exude a fundamental credibility that is deeply rooted in us. Newspapers and magazines, as well as printed advertising materials, are generally perceived as more reputable compared to online news, sources and advertising. Digital content also has an "inherently" ephemeral nature and can be "scrolled away" quickly. Print media offers a physical presence and therefore a high level of authenticity. Many people appreciate the fact that printed materials are less easy to manipulate or change than digital content.
Physical advertising materials such as flyers, brochures and advertisements in magazines etc. offer companies the opportunity to build trust. The appropriate choice and design of the medium and meaningful content can strengthen the trust of the target group(s) in a product or brand. Particularly important here are the possibilities of Value Added Printing. High-quality printed advertising materials are often perceived as more credible, can appeal to our senses, arouse emotions and thus create loyalty and trust. They also have a longer lifespan and therefore a longer potential use than digital information and advertising.
Print and digital channels can complement and reinforce each other, which can have a positive impact on reach and credibility. Companies can use a "symbiotic" marketing strategy to communicate their message in a particularly consistent, efficient and effective way. Of particular interest here is the so-called Programmatic Printing.
