Even just 20 years ago, the pages of most newspapers were black and white. Today, it is an exception not to see color on the page of a newspaper. We have digital media to thank for this.
The Effect of Digital Media on Newspapers
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| Typical newspaper press with full color capabilities. |
The visual stimulation of color is very appealing, but the game is unfair. Putting color into an electronic file or web page is effortless. There are virtually no limits to color appeal when going online. It's a no-brainer. Yet for commercial printers, it's a significant investment to keep up. Yet they MUST do it, to survive...
The trend continues as color dominates our lives. As of 2020, 85% of all pages of type that we see have some form of color on them. That's a big jump from 20 years ago when this was a meager 40%.
This is a difficult trend for offset printing companies to keep up with. The investment is too significant and then trend is not promising.
A Positive Note for the Printing Industry
But as the printing industry has kept up with the trend towards more color, it has had a positive effect.
A recent report from Sherpa indicates that 82% of internet uses say they trust print ads more when making decisions to purchase something. This makes print media the most trusted form of advertising. So we can say from this perspective, that more color in newspapers has had a positive effect. Advertisers say that they most important goal is to have brand awareness. Full color printing helps achieve this goal.
Print is Not Dead
Today, 60% of all online searches are conducted because of print marketing campaigns. In other words, print will always have a place but will continue to struggle against digital media for many years. The printing industry will adapt and always hold onto a piece of the market.
Color is just one way that it has stayed as a viable option.... for now.
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