Experience the Power of the BookBook.
The argument has existed within the journalism world for what seems like decades; Will print survive? As an aspiring print journalist, I sure hope so, but it turns out millennials actually prefer print over digital.
In a recent article in the Washington Post it explains why millennials would rather buy a book than read it online, “Textbook makers, bookstore owners and college student surveys all say millennials still strongly prefer print for pleasure and learning, a bias that surprises reading experts given the same group’s proclivity to consume most other content digitally.”
This could come as a shock to many, who expected iPads, Kindles, and other eReaders to knock the print world on its feet. But, before there was digital world, and digital ads, there were catalogs. And one company, Ikea, still believes in the power of the catalog.
“After all, the company prints around 200 million copies of its catalog every year in 27 languages for 38 countries. That’s more than twice the number of bibles produced in a given year,” said an article in AdAge published in September of 2014
One would think that a catalog would not be successful in such a digital world, but according to Ikea, print is the new thing!
“Ikea, which just rolled out this amusing promo for the 2015 catalog, slyly suggesting that print is actually a wondrous technology that equals—nah, exceeds—the power of digital media.”
The ad works to promote the catalog as a “new” technology. This new item can be shared, bookmarked, and loads instantly. A funny twist in a media driven market. But with the catalogs so popular, and millennials preferring the print counterpart, it seems like a smart push while other companies are pushing their digital catalogs and content.
With both worlds colliding, print and digital, the content for marketers can reach a new level. And the power of the BookBook could just exceed the power of the digital world.
Originally posted as a blog post on IMCthoughts.