Yale Printing & Publishing Services

Radio Survived, Can Print?

Do you remember the Buggles? Not many would, but when their single, “Video Killed The Radio Star,” came out on this day (August 1) in 1981, it set in motion a musical revolution that energized a generation of teens, drove parents to adult beverage excess and firmly put hairspray in the bathroom of every woman 13 to 30. With that single, Music Television (MTV) was born. As our parents were signing off to Walter Cronkite on the evening news, young folks across the country were tuning in to VJ’s (Video Jockey’s) Alan Hunter, Nina Blackwood & Martha Quinn.For all that MTV accomplished, the one thing it didn’t do was kill the radio star. One can argue that radio has a larger reach than ever before. In 2013, SiriusXM subscribers topped 25 million with annual revenues of $3.8 billion. Rival company, Pandora, reported over 76 million active users for that same year.As radio has survived, can print survive? In a world where you can download an app for just about anything, Google information in a millisecond, getting a million hits and paying your bills from a mobile device, why print? The answer is simple, because it is still an effective media outlet to grow your brand.  Technology has been a catalyst for a dynamic and evolving marketing tool that is Direct Mail. This type of marketing offers the user a way to reach their audience through variable data printing, personalizing each piece to specific individuals. This gives a personal touch only traditional print can provide.Most of us think of traditional print as paper products, such as business cards, brochures and office stationery. But it’s far more. It encompasses specialty items such as mugs, t-shirts, hats, pens, tote bags and, well, I think you get the idea.MTV didn’t kill the radio star, but it did get his attention. Can the printing industry respond to competing media outlets with the same vigor as radio did? I think it can. So whether planning your next print project,  reunion event or that mailing that you really want to captivate your audience, call on YPPS to help you get the most out of your budget.-M@rk Smith