How to Stand Out in a Digitally Overwhelmed World: PRINT!

By Bob Wagner, director, Global Communications, Xerox Technology Business

The demise of the print version of the venerable Newsweek Magazine is the latest in a string of reminders that print is in decline. Still, examples of print’s vitality—its ongoing relevance in a digitally overwhelmed world—continue to catch my eye. Here are two recent examples I’ve come across that demonstrate marks on pages are still meaningful in many bold and believable ways:

Why Angie’s List Has a Print Magazine

In the digital era, many companies are founded as digital-only entities—and many soon learn that including print in their marketing mix improves their business results. Angie’s List, a Web-based member service that offers reviews of home repair and health service providers, publishes a printed member magazine because it drives incremental business. Read more about Angie’s print marketing initiatives here.

Take Me Out to the Ball Game—With Personalized Season Tickets

Game-specific photos help the Winston-Salem Dash baseball team¹s season tickets stand out in the crowd.

Many sporting event tickets are personalized to show a seat number in what’s otherwise a static, boxy design. Season ticket holders of the minor league Winston-Salem Dash baseball team get fully variable tickets that include game-specific photos, advertising that provides new revenue streams for the team, bar codes to track ticket usage, and account numbers, enabling ballpark staff to identify ticket holders for more personal service. And the ticket booklets include loyalty awards: coupons for ballpark giveaways. The tickets look better and deliver new value—a big home run for the Dash, the club’s fans and the printer, Keiger Graphic Communications.

Yes, we’re losing print vehicles at a faster rate. But we’re also gaining novel and innovative print pieces that deliver new value, cementing print’s critical role in the digital era’s marketing mix.  Do you have some nice examples to share?


Bob is the head of global communications for the Xerox Technology Business and an RIT grad. He’s accustomed to tracking digital printing applications from his days in Xerox’s graphic communications industry business.


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One Comment

  1. Joel Bienvenu November 15, 2012 - Reply

    Nice article, I believe the future of print is in creating uniquely personalized communications.

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