Paper Media v/s Digital Media

We are in an era dominated by digital devices, with handheld gadgets enabling a vast range of tasks, from ordering food to booking transportation. This shift has reduced reliance on traditional paper media like pamphlets and brochures. Yet, brands still leverage paper media, from billboards to newspapers, even with digital platforms offering personalized messaging. Why does paper media persist in a digital age? Let’s explore the reasons behind this enduring choice.Few Gen-Z individuals consume paper media, and studies suggest we may be the last generation to do so, even minimally. This shift isn’t entirely Gen-Z’s fault; smartphones have made everything conveniently accessible, making digital platforms a more comfortable choice for consuming news and content.Paper Media:Paper is not just used to publish the latest news. What keeps paper media alive is advertising. Almost all media houses rely heavily on the revenue generated through advertisements.Now, you might wonder why brands invest money in something few people consume when they could advertise through TV ads, movie screens, or social media.Yes, they could—but there’s a catch, which we will discuss after addressing digital media.However, the major drawback of paper media is its dependency on physical resources such as paper, trees, water, and energy. Even the ink used in printing is derived from harmful, non-biodegradable chemicals, contributing to environmental pollution.Digital Media:Nowadays, digital media has become the go-to option for people. It saves time and allows users to consume content anywhere, anytime, irrespective of place or location.Most people now have access to smartphones and other devices that provide them with as much information as they want.The problem with digital media, however, is that it strains the eyes. Additionally, once someone becomes addicted to it, breaking the habit is extremely difficult.Most brands now use digital media to grow their brand, leveraging personalized messages to engage their customers.After researching, I’ve understood why paper media is still in use despite its drawbacks. Let’s look into its advantages.Building Trust:Paper media helps build trust. When a brand advertises on the front page of a newspaper, it gains visibility and credibility because everyone sees it.Similarly, large billboards (flexes) create a sense of trust and reliability. People notice these advertisements when they step outside, and they are more likely to consider purchasing from the brand.However, the major drawback of this method is the high cost. Advertising on billboards requires payment for both the advertisement itself and the rent for the location.Additionally, in busy cities, people are often in a hurry, using public transportation and may overlook billboard advertisements altogether.Long-Term Game:Creating content is a long-term strategy. It begins with creating content, followed by gaining audience attention and interaction. For brands, the priority should be delivering meaningful and engaging messages.Viral content is never guaranteed. Success lies in earning more shares, as it reflects audience trust and acceptance of your brand.In Conclusion:After having a word with many experts, including the marketing head of Ixigo, I’ve learned that building trust is essential. Providing something interesting and creating share-worthy content is key to excelling in the social media game.At the same point, paper media continues to play a vital role in increasing a brand’s credibility and trustworthiness. While it may be costly, it remains a powerful tool when used strategically.