Several times a week I get emails with either the “print is not dead” theme or its opposite, “print is dead”. The latest one to hit my inbox asks “Is Direct Mail Dead?” Sometimes the articles are good and thoughtful. Frequently though, they are headline bait for pointless, shallow blurbs where the only thing that matters is a click.
If search results are any indicator it seems the print-is-not-dead camp is winning. There were 429,000 Google search results for “print is not dead” versus 129,000 results for “print is dead.”
I say the argument doesn’t matter. What matters is what’s happening in our own backyard and the results on our bottom line. Successful small businesses don’t rely on the predictions and forecasts of pundits or the public at large. Taken as a whole, forecasters and predictors of the future tend to be wrong, so why let them take up space in our brains?