The death of print publications has been greatly exaggerated.

It’s a digital world we live in. People like to get their information via smart phones, computers and other digital devices — right?

Not so fast. Although we’re all tied to technology — and it’s made life significantly better in many ways — about two-thirds of Americans still prefer to read print magazines and books over digital versions. More than half say they would rather hold a newspaper in their hands than read it online.

Surprised? Don’t be. To paraphrase Mark Twain, the rumors of print’s demise have been greatly exaggerated. Print media, including newsletters, collateral materials and advertising, are still highly effective tools in today’s marketing mix.

At Pecchia Communications, we believe in the power of print. We produce quarterly employee publications for three of our clients — with excellent results.

The personal touch

Aim Transportation Solutions, based in Youngstown, Ohio, is a national provider of transportation and truck-leasing services. We’ve produced Aim’s quarterly employee newsletter, the Aim News Vehicle, since 2006.

“We like the tangibility of a printed newsletter,” said Carli Kuntze, Aim’s senior vice president of human resources.

“In a time when accolades are plastered all over social media, having recognition of your accomplishments right in your hands, to share with your colleagues, family and friends, really stands out.”

Carli’s comments illustrate one of the primary advantages of a print publication in today’s electronic world: The physical act of receiving, opening and reading a printed newsletter engages the reader personally and creates a deeper emotional connection.

Communicating corporate culture

Sunbelt Solomon, based in Solomon, Kan., is the North American leader in remanufacturing and reconditioning electrical transformers and other power equipment. It’s been a Pecchia Communications client since 2022.

“As our company grew, both organically and through many acquisitions, we needed a way to communicate not only news and events, but also the vision and culture of the company, which was and is still evolving,” said Dan Sweeney, executive vice president for Sunbelt Solomon.

“One effective way to do that is with our quarterly newsletter, Connection Point, which we deliver to employees’ homes — where they can read, learn and enjoy the publication outside the work environment.”

Dan’s perspective points to at least two other advantages of print in the digital age: Positive audience perception and targeted, personalized communication.

A well-designed print publication can reflect a company’s brand and culture, thereby reinforcing its identity, its values and a sense of belonging and community. 

The investment involved in a professionally written and designed publication — especially one mailed directly to employees’ homes — reflects a company’s  commitment to open, personal communication.

Not an either-or proposition

Companies that achieve the greatest success with print understand an important concept: Print publications don’t need to compete with digital channels; rather, they can complement them.

A. Stucki Company, based in Pittsburgh, is a leading manufacturer of new and reconditioned parts for the rail industry. It’s been a Pecchia Communications client since 2017.

“We’ve had great success coordinating the newsletter with our social media and online news channels,” said Anne Kocher, Stucki’s director of marketing.

“We can’t include endless detail in print because of space limitations, so we direct employees to online resources by sharing QR codes or website URLs,” she said. “They end up receiving important messages through multiple touchpoints, which enhances engagement and the effectiveness of our communication.”

Anne’s comments reveal the synergy that can be achieved through the strategic blending of print and digital communications.

Harnessing the power of print

A balance between new and traditional communication methods is important.  

Would you like to know more about introducing — or reintroducing — a print or digital publication into your communications plan? We have deep experience with planning and executing effective publications and can help you with cost options and other recommendations. 

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