Is printed paper communication totally old-school? Is the only way to go on marketing and communications outreach to do it digitally? I was talking to Jeff Rubin, The Newsletter Guy, today. He’s been producing newsletters for companies for years. Many of his clients switched to digital in the last few years, often to save money on postage. And I’ve been on that side.
But one of his clients, Mechanics Bank, is doing something interesting. They decided to go back to a paper newsletter. What they found with their employee newsletter is that the readership went down significantly when they went digital and the employees had to go to the company intranet to read it. Plus, now the employees were reading it during work time. When it was printed and mailed they would read it at home and some family members could read it, as well. The other thing was, some people would use the ink-jet printers in the office to print the digital newsletter, which was way more expensive.
So, they’ve asked Jeff to bring the newsletter back to its printed form! Have you seen any examples of paper being a better communication vehicle?
