Printing - Physical & Media

Preface

From e-cards to e-mails, digital printing is rapidly eroding the era of conventional physical print. With the widespread availability of internet connectivity, people have resulted to relaying information via digital print. The recent digital print migration has taken a toll on london printing media marketing as less people bother buying a newspaper or even a book.

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Physical printing history

Printing has been a timeless art always undergoing evolution. It is the reproduction of images and texts using a template or master form. The earliest form of printing dates back to the Mesopotamian civilization before 3000BCE where round seals were used to roll an impression into clay tablets. Later on before 220 AD, woodblock printing, which is the earliest known form of paper printing was discovered in China. Subsequent printing technologies such as the movable type and printing press were thereafter invented. However, woodblock printing was not common in Europe until 1300 where it was introduced as a method for printing on cloth. At around 1400, the availability of paper fostered the creation of playing cards and small woodcut images printed on paper. In the mid-fifteenth-century, block-books became the bestsellers of the day for it was a cheaper alternative to manuscripts. With time, better printing technology was invented, laying and spreading the material basis of literacy.


Importance of physical print

In this digital era, physical print is still needed for reasons such as:


Tangibility

As opposed to marketing emails that may be categorized as spam or a post that may be effective for a short while, print is physical. One may pick up the publication months after and still find the advertisement.


Credibility

Most people might ignore a website due to lack of credibility and not see the adverts that have been put up. However, a publication is a credible source and one is assured that it will reach many people.


Reaching the targeted market

It is easier to reach the targeted lot from the crowd by publishing advertisements and articles in relevant newspapers or magazines. For instance, an upcoming business company can advertise itself in a corporate business magazine to reach out to a specific group.


Complementary

Even though digital print has become more popular, using physical print should not be totally shunned away. A brochure or magazine could serve as a complementary source. In case someone has missed out on the media post, the same information can be read on paper too.


Difference between digital and physical viewing experiences

Digital viewing of monumental art or manuscripts is only a click away as opposed to physical viewing which may involve fee charges and permission to access the assets.

Physical viewing is more appropriate for a learning institution as sources of referencing are easily available and accessible unlike digital viewing which can be a source of distraction to learners.


Besides digital prints, physical prints still do exist as one would have to hand over a physical print out of the business card to a prospective customer. Digitally advertised information may slip off one's mind but a leaflet left on the table would always serve its purpose.