The idea that print is dead has been popular since the early 90′s. People have been saying it long before it was actually true, and until the last 10 years newspaper subscriptions were still a popular item. This is no longer the case and has of course led most traditional print newspapers to bolster their web presence and deliver news in many different formats. Tradeshows, another traditional marketing tool, have also been on the decline although not anywhere near to the degree that print media is. It should come as no surprise that the U.S. government, a deliberate and very slow moving entity, still responds to these marketing avenues.
Market Connections, a comprehensive B to B market research service founded in 1996, did a federal media and marketing study in 2012. What they found surprised even them. It seems traditional marketing is still the most effective way to reach decision-makers in the US government. The most viable marketing channels for this group seem to be tradeshows and print media. Although federal decision-makers read digital media as well, print is still the bigger player.
Lisa Dezzutti, the president and CEO of market connections, said that”government decision-makers still consume information through traditional print outlets. Print is not dead”. She added “As such, when developing marketing campaigns it is important advertisers not abandon their print campaigns”.
