Digital Versus Print

This morning, in the battle for space on the bus I found myself wedged up against a woman reading a book. Though the 'book' was a digital tablet rather than an item of paper and ink. No I'm a big advocate of the paper kind of books, but i couldn't help but  be impressed; it was the perfect solution to reading standing up on public transport. No pages to turn.

I started thinking on the question of print versus digital. In the fullness of time will one prevail while the other is left languishing in history?

Digital media is currently the most profitable means of delivering news, products and services as it fundamentally reduces the cost of distribution of content to virtually nothing. Its fast (by the time you read a newspaper it is already old news), easily accessible, updatable and editable. When used for marketing it allows for more precise targeting, effective feedback and efficient stats, transcending the limitations of individually printed media. If we take the fair assumption that technology will advance making access to digital content even more accessible, it seems like it’s a one horse race.

But...

Print has an physical impact and tactile presence that cannot be matched by a computer screen. The production costs for digital content may be almost nothing, but there is the difficulty of making money on the content of non-tangible products or services. Would the public be enthusiastic if they have to log in, pay and commit to licensing agreements, where before they could access it for free? Online advertising only generates so much revenue. A site littered with banners and flash advertisements is more likely to make readers to log off than search for the content. At the moment being online is dependent on the electronic delivery system which, unless there are big leaps in technological developments, will always have its limitations.

My prediction?..

Over the next decade people will continue to turn to the internet for their news and information resulting in the further destruction of existing newspapers and printed media, but from the ashes of these other more targeted publications will rise to take their place. Businesses will continue to put more of their marketing & advertising budget into online ventures, however print will carve a niche for itself staying in places beyond the internet’s reach, where human sensory participation requires the physical tactile presence of paper. Especially where the content is heavily reliant on images.

It'll be interesting, the future.