At digifi.it, we’re all about promoting the benefits of digifi-ing publishable content. So it shouldn’t come as a surprise that we’re contributing to a conversation as old as the internet itself: Print vs. Digital Publishing.
Okay, the title is perhaps a little misleading. We don’t believe print as a medium is going anywhere any time soon, but it’s undoubtable that word-for-word, more content is now read on a screen than on paper. Even when some studies have shown that audience preference may be print in certain circumstances, in actual fact audiences always carry mobile devices and will almost always reach for them for content consumption. Audience preference does not necessarily equal audience reality.
The reality is this: we are now in a digital age. Most of us are far more likely to forget our wallet, keys, watch, lunch, (and let’s be honest – even our head!) than our mobile devices. We’re married to our devices. We browse our news and content on these devices. Mobile digital devices are our reality — we’d probably prefer to read and answer our emails in the office with our dual monitors and comfy chairs, but instead we scroll through them whilst crammed into a train on our commute. The same can be said for media which has traditionally been enjoyed in print.
The truth is, print can’t keep up. The 24-hour news cycle turned into the 24-minute cycle with the rise of the internet and social media, and no amount of nostalgia from older readers can change that. Only digital can keep up with breaking news. (Dare I say, especially a super user-friendly digital publishing platform that works with your existing workflow and materials reducing the time to market?)
Advertisers began the migration to digital long ago, as with the rise of internet shopping, all but the smallest of impulse purchases are consulted, if not made, online. Digital publications can embed video advertisements directly into their pages, and consumers can move from the publication to the checkout in a single click. (Which isn’t going to work out for print until printed teleportation becomes a reality.)
Digital publishing also gives you instant access to free marketing channels, such as Facebook, Twitter, Pinterest, Google+ and the doubtless many more that will follow in the future. Likewise, the instant sharing capabilities of digifi-ing your content gives your audience the ability to interact with you and your other readers, bringing the community as a whole back a time long before even print magazines, of taverns and coffeehouses with free ideation and debate.
The reality of publishing today is that 20-somethings are glued to their phones, and they are your future readers; they never started on print and it’s unlikely they’ll ever switch to it. Making your content your audience’s preference is key, and offering it to them in a variety of formats that suit this reality is the secret to satisfying the audience in your market. So why not publish on a user-friendly, social media optimised, interactive platform like digifi.it?