Like everyone else, I find the internet a great source of information and very convenient in many cases. But the many advantages of online don’t overshadow or eliminate the value of printed material. For example, I enjoy archery. Sometime back I was considering the purchase of a new compound bow. The internet was very valuable in providing multiple sites with various offerings from manufacturers and useful information about differing models. But, when I went to the local archery pro shop to look at various models and test them out, I loved the opportunity to take printed brochures home to study. The look and feel of the photography and the paper and the ability to hold the information in my hands is much more pleasurable to me. Reading the information on a printed page is more comfortable for my eyes. (A bit paradoxical since I am stating my case on a blog!).

Recently I received a piece from Utopia Paper that pointed out some statistics that addressed my point. The piece pointed out that consumers receiving a printed catalog are twice as likely to buy online than those consumers who do not receive a catalog. That 67% of online action is driven by offline messages, and that 86% of those surveyed say shopping is easier when they have a printed catalog.

Dan Stables

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