A backlash against creation of an online “parallel universe” and growing recognition of its superior learning benefits are among factors set to shape the future of print.
That’s the view of Print Power director Ube Jelluma, expressed in an interview for Belgian magazine Grafisch Nieuws.
“Social media have become the ideal platform for the creation of alternative facts based upon opinions,” he says, citing professor Dan Ariely, who describes in his book ‘Misbelief’, how he has been “ensnared by conspiracy theorists who crafted an entirely different identity for him after he was wrongly accused of leading a nefarious conspiracy.
“I hold a rather optimistic view of humanity, convinced that people will eventually realise they’re being deceived by some influencers, politicians, and self-proclaimed experts who seem more concerned with promoting their own opinions than with presenting the facts.”
Jelluma says there will “come a moment when we collectively refuse to accept this charade any longer,” and refers to two studies to support his view. This year’s Pew Research study reveals that 40 per cent of US visitors to social media dislike the inaccuracy of the channel, an increase of nine per cent since 2018, and that 45 per cent prefer traditional news outlets for in-depth information about issues or events.
A second study, from the University of Florida, shows that both consumers and journalists are skilled at predicting what will be popular on social media, leading to a phenomenon of social-mediatisation of news. This strong concept of ‘shareworthiness’ indicates that high-quality news is often overlooked, as it is not rewarded in terms of shares, likes, or reactions. Instead, poor-quality news – characterised by inaccuracy and sensationalism – tends to perform better.
“After all, that’s precisely what’s happening today, “ he says. “These purveyors of opinion are all pretending to possess the answers, and we seem all too willing to listen, often without discernment.”
With AI set to commodify content, we risk entering a realm of uniformity, where these creators can churn out their often fact-free musings with alarming ease. In this climate of uncertainty, people will inevitably gravitate back to trusted brands. “Thankfully, publishers have established their reputations, catering to both the masses and niche audiences alike. The journalist's role will become more critical.”
Quality journalism will thrive because it will provide readers with a trusted environment, as Yuval Noah Harari notes in his praise for Ariely's book: "Dan Ariely narrates his personal and professional journey to understand the world of misbelievers and conspiracy theories, and offers insights and tips that will hopefully help all of us protect our fragile social fabric from being torn apart by disinformation and distrust.”
Despite the digital revolution, research indicates that print remains a valuable investment for marketers, presenting numerous opportunities for the graphic and publishing industries. However, companies must adopt an active stance to leverage these opportunities.
Jelluma points to the Cannes Lions International Festival of Creativity, where winners in various categories include print advertising in their campaigns (pictured). “Brands like Heinz, Dove, Magnum, Coca-Cola and Stella Artois demonstrated the important role of print advertising in newspapers and magazines,” he says. “These major global brands recognise the value of print in their campaigns across various countries”.
He says the debate on print’s effectiveness often highlights the challenge of measurability, with online media offering more data points than advertising in newspapers, magazines, catalogues or door drops.
“Although in the UK, JICMail provides detailed information on the effects of door drops and direct mail. Jelluma acknowledges this issue but argues that it doesn’t tell the full story. “Marketing investments are based on measurability. Previously, media plans considered both quantitative elements and qualitative factors such as context and quality of the channel. Today, media planning is driven by the sheer amount of data available.
“Millennials and Generation Z professionals now hold significant roles in marketing and advertising,” says Jelluma. He attributes this quantitative focus to the digital proficiency of millennials and Gen Z, who have grown up in the digital world. “This generation has less understanding of print’s role, making the qualitative element less relevant. Often, print is overlooked in media plans and many important facts are missed.”
While it’s difficult to measure print and online media using the same metrics, Jelluma insists print’s effectiveness can be demonstrated. He cites the Thinkbox study (UK 2024) analysing 141 brands across 14 sectors from 2021-2023, for a total budget of £1.8 billion. This study of actual cases found that print delivered the highest profit return on investment over both 13-week and two-year periods.
Previous research by Ebiquity also highlighted print’s effectiveness compared to other channels. “Yet advertisers and agencies do little with this data,” he says, “likely due to generational shifts and a lack of knowledge and experience. And, a social media campaign is easier to sell to clients than a newspaper advertisement.”
He says studies consistently show that paper is the best medium for information retention. “Paper makes it easier to remember information, offers clarity, and eliminates distractions from other channels,” he says. “The layout of a page– whether a newspaper, leaflet or book – provides recognition points that aid memory. In contrast, scrolling through text on a screen offers no such reference points.
He says the findings align with the PISA study, a global assessment among 15-year-old students, which showed declining reading and learning outcomes in education, which Jelluma attributes this trend to the increased use of screens.
A wealth of research supports the superiority of learning from print, with Jelluma referencing a 2012 study by Norwegian professor Anne Mangen, which demonstrated that paper is better suited for reading comprehension than screens. A 2018 follow-up meta analysis by Pablo Delgado confirmed these findings, while 2024 US research using EEG measurements indicated deeper reading and learning from paper.
“Despite this compelling evidence, the marketing and advertising world has yet to fully embrace the benefits of print advertising. It is crucial for leaders in marketing, media, and advertising to integrate these findings into their strategies, recognising the unique value that print brings in enhancing comprehension, retention and overall engagement. By doing so, they can harness the full potential of print to drive ore effective and impactful advertising campaigns.”
Pictured, campaigns from Stella-Artois, Heinz and Magnum