The Future of Print

Some people think printing is dead!

Some think it’s old fashioned!

And others think it’s alive and well!

Well let me tell you something, printing IS alive and well. The fact is it still has the highest response rate ahead of all forms of marketing e.g. Print / Direct Mail has a 37% higher response rate than email marketing and social media.

People forget that the comfort and simplicity of Print related marketing material gains a greater audience and attention span.

If you look at the statistics, 80% of what we read in printed material goes into our mind.

The statistics for online is that 20% of what we read online goes into our mind.

Also due to GDPR regulations Direct mail is a perfect way to exercise permission for future campaigns.

The underlying issue that print has found it hard to shake is the environmental tag that has given it a tough time.

Now more than ever, this myth should be researched properly as most paper used in print today is sourced from sustainably managed forest and recycled pulp. I would also like to point out that most trees are harvested by only clipping and not being destroyed.

We should think more about eating our food off a wooden table than worrying about printing out an email on a sheet of A4 paper, as tables are made from the trunk of a tree which needs to be destroyed to make the table!

Anyway, let’s get back on track, print is alive and will almost certainly be a key factor in marketing your business in order to get you the results you desire.

Contact Heaton Press Ltd for your Design & Print solutions.

 

 

John Bardsley

Managing Director.

Mobile: 07774 989566

Email: john@heaton-press.co.uk

Tel: 0161 442 1771

Web: www.heaton-press.co.uk

Competing In A Digital World

 

Who says print is dead?

It’s far from it. In fact it’s getting increasingly more important with every day even with the digital world boosting.

Yes we live in a digital world, but it’s in print we trust. Yes we can use digital technology to improve and advance print, but that will never take away from print itself. Heaton Press is really about making sure we are part of the evolution.

The Printing Prize

You can’t put a value on print compared to digital because it’s something tangible. That first edition or treasured copy of something is worth more than money alone. They have value both sentimentally and in reality. You can touch and feel print in a way that human nature will always be drawn to and never be disappointed at. If you can only look at something through a glass computer screen then something will ultimately be lost in translation. Kindles allow people to read on the go. A great invention, but most of us still want our favourites in print while we store the others digitally.

Long lasting

The immediacy of digital is what gives it the power that we see and feel and embrace. And it’s exactly that that allows print to endure. Because while a TV ad will be there and gone, a printed ad will sit and linger. Digital ads will have to try harder to be remembered. Print has the luxury of staying and enduring.

No Pop Ups

If we see one more pop up ad, we’ll scream. It’s simple really, that print is ready to be looked at and catch our eye. You don’t have to put a print ad away because it’s distracting you. You don’t want to instantly get rid of it.

In Print We Trust

Back to the hands on idea of print – the tangibility of it. This is something people generally trust more than digital. When you read something online, it feels like it’s swimming among a whole sea of other digital words and ads and information and it’s hard to know where the quality is. With print, there’s more limited space and therefore it’s more likely to have been edited, proofed and thought about in terms of space usage. And so we trust it more. Like when we read the papers. Or having important documents sent via email.

Want help with a print project? Call Heaton Press for more information today.

 

A Brief History of Printing

 

Printing is a fascinating business that goes back to 175AD. Incredible really. Here’s a brief guide to the history of printing and its significant moments:

Way Back When.

In 175 AD a very simple form of printing was practiced in China and Korea on things such as wood. These were inked, before paper was placed over the image and gently rubbed with a bamboo stick.

That’s An Idea.

In 1440 Johann Guttenberg of Mainz, Germany, invented a way to cast separate type pieces in an alloy of mainly lead. They were hand set into pages of text for printing. They did this for 500 years

Making an Impression.

Guttenberg next made a “Letterpress”. On this the typeface was inked, the paper was then put over the type and the handle of the press pulled to make the impression.

Printing Evolution.

It took until about 1800 for printing to really evolve. A man called Earl Stanhope made the first iron press. It was the same method of printing as that of wooden presses, but they used a larger sheet could be printed due to the rigidity of the iron.

The Need For Speed.

Things had to speed up throughout the history of printing. A Columbian Iron press invented by George Clymer began to be reproduced. But all of these printing presses were hand inked and very slow. Earlier platens were treadled and hand fed, but they were quicker because the rollers automatically applied the ink. And then later platens had auto feeders driven by motors. The Heidelberg had an impressive top speed of 5,500 impressions per hour.

Laser Printers.

The laser printer, based on a modified xerographic copier, was invented at Xerox in 1969 by researcher Gary Starkweather.

Digital Revolution.

These days design and typesetting is all originated on computers but most printing is done Offset Litho from single sheet fed presses, printing from one to ten colours, or Web Offset colour presses (reel fed). It’s the reproduction of digital images on a physical surface, such as paper, film, cloth, plastic or vinyl.