The German print trade association BVDM is launching a campaign to increase awareness of print and to support the printing industry.
The We Love Print campaign is rolling out backed by an extensive website, online informational events and the support of the Media Production Association, Berberich Papier, agency HotSuchi and Konica Minolta. It aims to bring the relevance of print back to the public’s consciousness and to promote the use of print to buyers and consumers, but also to politicians and ‘the skilled workers of tomorrow’.
“For the first time organisations and companies from the entire value chain are joining forces to support the industry,” the BVDM says.
“The printing industry has changed and with it’s the possibilities print advertising. We call on marketers not to write off print, but to use it creatively.
“High quality, refined printed products can be strong response to digital sensory overload. Investments in print also mean investments in customer appreciation – and that pays off.”
BVDM general manager Kirsten Hommelhoff says: “Together we are strong. I warmly invite you to join We Love Print in actively promoting a good image of print, and to promote our industry and our products. This is a task that we can only accomplish if everyone pulls together. Let us work together to ensure that the industry regains the status it deserves
The intention is to produce and provide support material, both the arguments and the facts behind the use of print and its effectiveness and to counter arguments that the printing industry, for example, is responsible for the destruction of forests.
Other myths around the idea that print is dying are as quickly dispatched. In Germany, 94% of the revenue to book publishers comes from printed books, 85% of sales for newspaper publishers come from print and direct mail boosts conversion rates. Even, it says, online retailers can increase their conversion rates by on average 4.3% through printed direct mail.
