Restoring the image of printing in a digitalized world
Printing is everywhere! On packaging, in the form of newspapers, magazines, books, flyers, ballots, labels, forms, banknotes, bags, keyboards or even wallpaper, printing is an integral part of our lives. Yet, because it's such a natural part of our lives, it's rarely perceived for what it really is: a relevant, informative and indispensable tool. Against this backdrop, the BVDM (Bundesverband Druck und Medien), the German printing trade association, has launched the "We Love Print" campaign. The aim of this initiative is to rehabilitate the image of printing and highlight its unique efficiency, both for companies and individuals. The aim? To reawaken public awareness of the importance of printing, whether within companies, among consumers, in the political arena, or among tomorrow's professionals.
Collective support for a renewed industry
For the first time, several organizations and companies in the value chain are joining forces for a common goal. The campaign website, enhanced by online information events, is supported by partners such as the Media Production Association, Berberich Papier, the HotSuchi agency and Konica Minolta. Together, they seek to counter preconceived ideas surrounding printing, including accusations of forest destruction and the presumed obsolescence of printed media.
Printed media make a strong comeback
One of the main aims of the "We Love Print" initiative is to reduce the prejudices surrounding printing. Contrary to popular belief, printing has a low environmental impact, thanks to a paper recycling rate of 83.3% in Germany. What's more, modern printing plants comply with strict environmental standards and use increasingly sustainable materials. As for costs, they are justified by the proven effectiveness of print advertising, which remains an essential marketing tool. Print media continue to dominate in Germany. Indeed, 94% of book publishers' revenues and 85% of newspaper publishers' sales still come from print. Statistics also show that direct mail increases conversion rates, including for online retailers, who can see an average increase of 4.3% thanks to these media.
Quality printed products to counteract digital overload
In a world saturated by digital stimuli, BVDM advocates the creative use of print to stand out from the crowd. High-quality printed products, combining aesthetics and tactile appeal, are presented as powerful tools for capturing the public's attention. Investment in these media is seen not just as an expense, but as a way of enhancing customer value and loyalty.
The success of this initiative will depend on the ability of industry players to work together to strengthen the perception and use of printing, while integrating technological innovations and sustainable practices.
