Hot Minute #37: Paper isn’t Dead


Despite this being an era predominately defined by digital marketing, there still is – and likely always will be – good reason to keep print in mind as a marketing tool.

JC Penney’s on-again, off-again relationship with its catalog is a prime example of the value of touchable collateral. Originally launched in 1963, the company chose to discontinue its staple offering in 2009 under the assumption that catalogs were passé and that customers would transition to browsing the online version of the material.

Turns out, they didn’t.

After losing a lot of customers, JC Penney realized that their online sales were heavily driven by catalog shoppers who simply used the website as a mechanism to fulfill their orders. Catalogs can be costly to produce, but there’s evidence to support that customers who have a relationship with a brand’s catalogs have a tendency to spend more. In fact, Nordstrom customers who have a multi-channel relationship with the brand spent four times as much as those that don’t.

At Brand Fever, we pride ourselves on being hybrid thinkers who understand the value of traditional, digital, and emerging marketing methods. Print is certainly still a critical component in the current marketing climate. That’s why I love being a member Appelton Coated’s Design Council , where I had the pleasure of judging close to 200 entries as part of the annual U360 Design Competition – “a celebration of the role print plays in today’s marketing mix.”