Why printed press is still important  

Why printed press is still important  

February 4, 2020

This January, JPI Media announced the start of its Digital Acceleration programme following a successful trial run in the North East of England. The aim is simple: to allow journalists to produce high-quality digital content that will attract a growing and loyal readership.

The approach comes with no surprise, with other outlets such as The Guardian taking up similar digital ventures with great success.

Projects like these seem to send out a clear message: as traditional newspaper companies, success in the digital age lies in transforming your business model to accommodate this new era.

With soaring circulation numbers, where does print media fall into this business transformation? Is digital replacing print or accompanying it?

Why printed press is still relevant

From the start of the 21st century, scholars were quick to praise the great benefits of the internet. Information was no longer held by a few gatekeepers; it was now handed down to a global and equal community who could create, edit and enrich this endless well of knowledge. The words “Democratising Information” floated in the air for quite some time.

In an unsavoury twist of events, the Cambridge Analytica fiasco taught us a lesson on what happens when information’s gatekeepers are removed. With Facebook selling on our data to a third party that made “fake news” hit the headlines, the treatment of information online seemed far from democratic.

While Facebook goes through arduous legal processes and many hours in court, mistrust in online information doesn’t seem to fade. In the meantime, we have a saviour that can give us the “truth” we strive for. A saviour we’ve had all along. It’s a hierarchical entity formed by journalists and editors, who follow strict regulations to print reliable information on newspapers.

With JPIMedia and The Guardian creating digital content, it’s evident that not everything online is terrible. But in the age of digital uncertainty, it is no surprise that the law still recognises newspapers as a fundamental bedrock to due process. Consider the editorial guidelines around criminal proceedings, planning applications and impartial coverage.

Here’s the crux of the matter: there’s, in fact, no rivalry between print and digital. The former promises reliable information that digital currently struggles to deliver. The latter enhances reader’s experiences with new forms of communication and opportunities to connect with your audience.

At Orbit Communications, we understand the complex relationship between digital and print. In this ever-changing landscape, it’s exciting to help clients make the most of each medium.


Interested in how Orbit can help your PR? Contact us