Technology continues to play a larger role in our day-to-day lives, so it’s no surprise we’re often asked the question, “Why print?”
If you don’t know much about The N2 Company beyond the fact that we produce more than 850 hyperlocal print publications, that’s a valid question.
N2’s high growth rate landed us on the Inc. 5000 for six consecutive years. But despite our progress, the digital era still has people wondering why we’d choose to build our business in a traditional industry. So, here’s the easy answer: Print works for us. And, more importantly, it works for our partners, and it’s what our residents want.
To date, N2 has publications in 48 states and serves more than 30,000 clients. Our print publications provide a livelihood for more than 650 Area Directors, create jobs for more than 250 Home Office team members, and give our advertisers a unique way to reach their target market. As they say, don’t fix something that isn’t broken.
With N2’s success, instead of asking why print, let’s talk about how our “old-fashioned” media products are in a league of their own – delightfully disconnected from digital.
1. Print is sense sational.
The feel. The smell. The look. The sound. Print engages the senses in a way digital never will.
When our readers finish reading over one glossy, carefully laid-out page full of entertaining stories, colorful photos, and intentional white space, they enjoy the thrill of turning the page to something brand new. Smell the ink. Hear the swoosh of the page-turn. It’s an immersive reading experience that never goes out of style.
2. Print offers a screen break.
Staring at computers and smartphones is now a workday norm. Most of us (guilty as charged) continue to check emails and social media well past office hours. And then there’s television. A 2016 Nielsen company audience report found that the average American spends more than 10 hours per day looking at a screen. That’s nearly half the day.
When it comes to reading for leisure, the last thing we want is to read a long story or article staring at the same computer screen. Print has a kinesthetic feel. A welcome escape from the tech that’s invaded our lives.
3. Print is simple.
Not everyone fits into the tech-savvy category. For many, the task of opening a PDF sounds foreign and impossible. They are overwhelmed by the thought of technology or have never needed to become familiar with it. Therefore, they do not want – nor will they ever want – their news and stories delivered digitally. We provide a straightforward alternative.
As society becomes more advanced, everything is at our fingertips. So, for this group, it’s the same ‘I just wish I could get a human on the phone’ argument. People love the simplicity of how it used to be.
4. Print is specific.
Unlike news sites or “spammy” email blasts, our printed publications are only available for whom they are intended. This is a win for both the readers and the local business owners who wish to reach them.
Niche, specialized printing is on the rise across the country. Advertisers are willing to pay for the quality and the targeted reach. Residents know they will read about people and happenings they actually care about. And thanks to a little something called FOMO (fear of missing out), any reader would essentially risk being “out of the know” if even one page is left unturned.
5. Print has a shelf life.
Have you ever found an article or recipe online you loved enough to save to your bookmarks, only to face a 404 Error the next time you clicked the link? I certainly have, and it’s frustrating. Just another way print media differs.
Not only can our residents physically hold their publication, but they can save it. It’s preserved in its print form, ready to be displayed on a coffee table or saved privately in a memory box. It’s not meant to offer fleeting information. It offers stories and photos you want to return to time and time again.
Though not a comprehensive list of every way print media remains relevant, the five points above are a start – our initial answer to the question we get often, and to the one we love to answer: “Why Print?”
How does print stand out for you?