The death of print PR?
Since the invention of letterpress printing in 1450 by Johannes Gutenberg, print media have developed rapidly. At first there were only books, later newspapers, journals and magazines were added.
For a long time the print media were unchallenged. They represented the only possibility to inform and educate. But with the breakthrough of radio and television the picture changed step by step. The Internet and mobile devices finally caused the dominance of the print media to falter. The print circulation of newspapers as a whole has fallen by around 27 million copies since 1991. Almost 100 daily newspapers have now completely disappeared from the market or been bought up by other publishing houses. Of course, many newspapers are still managing to hold their own, but they are becoming fewer and fewer.
Nevertheless, print PR is far from dead. Print PR has several advantages over online offshoots, which make it strong.
1. high credibilit
Readers often rate the quality and credibility of printed media higher. This is not least because many still value the feeling of a newspaper in their hands. It's also because not everyone can do it. Because practically anyone can create a website and publish content on it. But what not everyone can do is to publish a newspaper or magazine successfully and with a high circulation.
2. arouse interest with pictures
While online formats address readers with keywords, i.e. the titles are enormously meaningful and often misleading, a print newspaper catches its readers with pictures. This creates a completely different approach to the reader target group, who doesn't like to look at pictures?
3. good cost/benefit ratio
Print media can reach more people with the same budget than digital content. This is reflected in the costs for digital subscriptions. The content behind the paywalls is often very expensive, especially for the large publishers.
Print PR is far from dead. But it is increasingly being threatened and influenced by digital offerings.