You could be forgiven for thinking that brochure printing in the UK is a thing of the past. Daily, we are bombarded with information – some sought, some thrust upon us. Mobile phones; tablets; billboards; TVs; laptops and desktops – everywhere we go, we are immersed in a tsunami of technology. This is progression, this instantaneous access to digital information, and it has undoubtedly impacted the printing profession.
Newspaper sales have been recording a steady decline since the 1950s. A decline which has accelerated in direct correlation with the accessibility and availability of multi-media news platforms. Newspaper circulation has fallen and UK household expenditure on newspapers fell from a 2005 value of £4.45bn, to less than £2.8bn in 2020.
Catalogue shopping has moved from glossy brochures to online portals. Some shops still provide printed copies on request, or for a fee. In July 2020, Argos announced it would cease to print its catalogue – a significant move for the chain after 48 years in publication. At its peak, the Argos catalogue was Europe’s most widely-printed publication, with more than 10 million copies printed.
However, despite the planet’s population’s partiality to the digital movement, there is still real benefit to printed media.
For example, it’s easy to distribute, and you can place it in key locations that support your marketing strategy, in eye-catching displays. You can pack it full of information and reinforce your brand and company values. This can be done through design elements, paperweight and your choice of binding. You can even flex your eco-friendly credentials and use carbon balanced paper for your print products.