Print is dead! And other doomsday prophesies.
Thursday, March 8th, 2007 by Ken DeNorsciaThe Earth will be hit by a meteorite that will destroy all living creatures! Killer bees will decimate the state of Texas! Mixing Pop Rocks and Coke will make your stomach explode! We’ve all heard these incredible stories of impending doom, and hey, one day some of these may actually come true. So, a few years back when the Internet bubble was at its apex, I, being a print production professional, was quaking in my proverbial boots. Now that EVERYTHING was going to be online, what the heck was I actually going to produce? Was I going the way of poured hot lead type and acid-washed jeans? Well I’m here to tell you that print is in fact dead, at least as it was once viewed in the BtoB marketplace. Gone are the days of shotgun printing, where a mass distribution went out and covered a very broad spectrum of prospects. With today’s technologies in variable data print-on-demand (POD), coupled with an effective online program, a target can be so narrowly defined, it’s almost like shooting fish in a barrel. (more…)
