The Printing Industry in 2019

Smart phone addiction if rife. People are becoming more and more desperate for a digital detox. For this reason, there seems to be somewhat, a rebellion against digital media consumption.

As we switch off from the digital world, we turn to print media to consume our news and information. 

The UK printing industry continues to defy its own forecasts as orders and output displayed positive growth in 2018.

Print will continue to be the most trusted source of news and information in 2019 and will remain the most effective form of advertising in terms of sales conversion rates.

2019 will also see printing companies using more automation, which will enable them to speed up production to give customers quicker turn around and make the life of consumers much easier when buying print.

More to come on this in our next blog.

Guest Blog - Benefits of Print Advertising

We invited Harry Simpson, the Head of Advertising at The Telegraph, to write a guest blog on the benefits of print advertising.

Working for a leading national news provider, it’s not that uncommon to hear people claiming that “print is dead”. The rise in tablets and smartphones over the decade means that news and information is more accessible on the go, and therefore people have changed their traditional habits when consuming media.

The UK is currently on course to become the first country in the world where spending on digital advertising outstrips all other traditional formats combined - making up just over £8billion pounds of a £16billion spend. Big numbers indeed, but it’s not all bad news for good old fashioned paper.

Print advertising revenues are estimated to stay flat at £2.5billion for 2018; that’s not a small chunk of change by any standards. This shows that advertisers believe print still commands huge respect when trying to sell their products and reach their target audience.

Why is that?

Readers trust the ads: Nielsen (the global advertising measurement company) finds that advertisements in newspapers continue to be among the most trusted forms of advertising. Newspapers provide an environment that offers clout. Both in print and digitally, newspapers are taken seriously – and so are the ads.

Readers want the ads: Newspapers are one of the few places where readers want and expect advertisements. They are part of the content. In many media, consumers go out of their way to avoid/skip ads because they don’t want them.

The ads work: Research finds newspaper readers across devices can experience a 13% increase in brand recall. A real incentive for advertisers to buy across a brand.

Engaging content, engaging ads: On media engagement, print newspapers scored highest. Newspaper Web sites came in 34% higher than average – scoring higher than radio, magazine, Internet, and billboards.

The message here is clear. Traditional print advertising used in tandem with the right digital formats will produce an engaging and successful campaign. Having a trusted brand with market leading platforms helps too. Digital may be the present and the future, but print is by no means history.

Benefits of Print Advertising

Nowadays, it is very appealing when setting up an advertising campaign to only consider your digital campaign. In the long run, it’s cheaper to finance and run, far more likely to be spotted by your targeted clientele, with a strong possibility of untargeted groups being reached, simpler to set up and run, and easier to chop and change at the click of a mouse. That’s all very well and good, but print advertising is far from dead and still carries the same gravitas it has done for decades.

Print advertising allows you to bridge a deeper connection with your potential clients than any advertising you can put on a computer screen. With a physical advert to hold onto, potential clients are more likely to remember you the next time their looking for the services your company offers.  Print offers a buyers flexibility and more personal attention to your clients than digital advertising can offer.

Furthermore, with print advertising, you can tailor your advertising to your budget, using a range of materials from flyers to posters to banners and, in our case, a range of materials to make your adverts fresh, appealing and eye-catching to customers in a way that online simply cannot offer. Nowadays, you ensure you stand out from the crowd even more so by launching a print advertising campaign in an age in which the advertising market is awash with company websites, online and social media campaigns and pop up adverts.

As we know, the most successful advertising works best when it combines the new and the old, using both print and online advertising. New technologies such as Augmented Realities are impacting both markets in a way not seen before, and allowing both these markets to merge together.

It’s important to use the modern day technologies to our advantage in advertising, but we cannot forget the importance of print advertising in this. It makes our companies stand out even more in a competitive market and brings endless benefits to our individual advertising campaigns.

Keep an eye out for a follow up piece next week, which will be written by a very special guest! 

Large Format Printing - What is it and why you should be using it

What is it?

Large format printing (also known as wide format) generally support a maximum print roll width between 18" to 100". The printing format are used to print a variety of things for all your advertising needs including posters, trade show graphics, wallpaper and banners. They can be printed onto a variety of materials. Here at BHF Graphics, we offer a wide range of large format printing from large banners to one off poster prints from A3 to A1. We also offer them on a variety materials including PVC vinyl, self adhesive, canvas, matt or silk paper.  

How it works

The technology basically uses a larger printer to make for a larger print. Large format printers are categorized by the type of ink transfer process they utilise, which include the following:

Aqueous: The ink is generally known as water based in this instance and can be used on a variety of materials including canvases, banners, metabolized plastic and cloth.

Solvent: This term is used to describe any ink that is not water based. ‘Eco solvent’ inks usually contain glycol esters or glycol ether esters and a slower drying. The resulting prints are effectively waterproof, and can be used in an office environment with minimal or tolerable odour levels.

Dry sublimation: The inks in this category are diffused into special print media to produce continuous tone prints which have a quality likened to high quality image prints.

UV: The ink dries when cured with UV light, resulting in a waterproof, embossed and vibrant print. Ceramics, glass, metals and woods are among materials used with this technology.

Pen/Plotter: Pens are used to draw on the print substrate, and is mainly used for producing CAD drawings.

Why use it?

There comes a time when printing your work on A3 (13" to 19") on a desktop printing seems a little small for your needs. Maybe it’s time to move to Large format to make everything you do that little bit larger and captivating.

There is undoubtedly an attraction to seeing gigantic versions of your prints and, ultimately, your business advertising, stretching the length of a wall. It’s a great idea to be able to see all the detail in a big print, the perspective of which changes the whole look of your adverts and your images, giving your advertising campaign a fresh look.

Print not dead yet - part 2

In a day and age of digital advertising, we naturally associate great advertising with online content. But, the simple truth is that print is still a huge contender in the worldwide advertising market.

Today, print remains one of the largest industries in the world, eclipsing auto-manufacturing and, despite our perceptions, is a massive 18 times bigger than the video games industry. While the industry is adapting and changing to keep up with the digital market, it remains one of the world’s largest industries, and continues to grow year on year.

The reason for its continued growth is very simple; in this digital age, customers are far more appreciative of simple techniques. Customers actually appreciate receiving a postcard, a physical well-designed catalogue or a thank you note in the post than they do receiving an impersonal email littered with links. In fact, response rates to direct post is up 14% from 2004, while response rates to marketing emails are down 57%.

The fact is that print offers a far more personable form of attentiveness to the customer and their needs. Print has a certain gravitas that captures the attention of the potential customer, and ensures you are more like to stay in their mind.

Furthermore, print advertising is far easier to tailor to your advertising budget, with quarter-page, half page or full page ads in newspapers and magazines. Print advertising is far easier to work with, then a digital add, which are often forgotten about at the click of a button.

While digital advertising grows day by day, print advertising retains is gravitas and gains a certain uniqueness in a digital age. The best advertising campaigns are achieved through a mixture of digital and print advertising, but one thing is for sure. Print certainly isn’t dead yet; in fact, to use print in your next advertising campaign will make you and your company stand out from the crowd of digital hacks.

Print not dead yet

We’ve all heard the news: Print is dead, and digital is the only feasible way to move forward for our advertising and promotional needs. But maybe those people spreading the news didn’t read up on the issue properly.

While it’s difficult to deny that online advertising has its benefits, such as a lower cost, a higher potential to be seen by the target audience, and a larger audience in general, print has characteristics that the digital world cannot compete with. Though print ad revenues may be down, the industry is constantly recreating and improving itself as a force to be reckoned with in the world of advertising.

Sure, online marketing is appealing. It’s cheaper, it’s simpler and you can chop and change your content at the click of a button. But print offers a much needed opportunity to unplug from the tech-saturated world, even if for a moment. In a world where pretty much all advertising campaigns are run online through social media, by using print advertising, you ensure your campaign sticks out from the crowd.

There’s just something so appealing about seeing your name and your company appear in print, in whatever capacity that may be. Appearing in print, whether in a promotional or editorial nature, holds a certain tangibility about it that the web fails to grasp. In addition to that, using print will forge a more tangible bond between your company and the media, which will foster an important relationship in regards to your publicity further down the line of your company.

By marketing in print, you also cater for a more focused clientele. When online, adverts are often ignored when browsing the web or, if acknowledged, scrolled over for mere seconds before they are closed again. In print, the likelihood is that the reader will be far more focused on what they are reading. A recent study undertaken by Ball State University showed that when print materials, such as newspapers and/or magazines are used by consumers, they are focused on reading what is in front of them 85% of time. In other words, most of the time someone is reading something physical rather than off a screen, they are not multitasking.

Of course, a successful print campaign works best when placed alongside a successful online campaign, and print is moving forward to accommodate that. New technologies such as Augmented Reality technologies are catering for those who prefer interactive physical products, allowing the print industry to make a marked impact on advertising in a very profound way.

Keep an eye out for Part Two of this two-part special, coming later this week!