We’re probably not the first to tell you this, but the Internet is kind of a big deal these days. It’s where billions of users are shopping, banking, dating, chatting, interacting, watching videos, marketing, and resurrecting the career of Betty White. And that certainly isn’t going to change any time soon.

The emergence of any new media, particularly one as revolutionary as the Internet, brings the future of existing media into question. Movies terrified the radio industry. Television freaked out the movie industry. VCRs intimidated the television industry. And now, the printers of the world are quaking in their ink-stained boots in the shadow of their electronic counterparts. So is the printed word the latest casualty of the digital world? It doesn’t have to be.

If anything, the ubiquity of technology gives print more impact than ever. It allows good old paper and ink to do what it’s best at: Telling meaningful stories. Making personal connections. Creating an experience.

The Long Read
For many people, reading more than two paragraphs online takes a Gatorade, a handful of Advil, and a nap. It’s hard to muster the patience to keep your eyes on the screen. But when you hold a printed piece, you can actually feel your attention span lengthen. You can sustain interest and follow a narrative. You get the message. You comprehend. You read.

The Personal Touch
Print will never top the Internet when it comes to scope and speed. The Web is massive. It’s dizzying. And it’s egalitarian: every voice is heard (and no voice ever shuts up). It’s easy for your message to get lost in the shuffle, or discarded when a user suddenly remembers he needs to tweet this Lady Gaga video right now! Print offers a more personal experience. When you read a printed piece, it feels like it’s just for you. It’s just you and the page, rather than you and 2 million page views.

Keeping It Real
They call it the virtual world for a reason (or at least they used to). It isn’t real. It’s made up of pixels, tubes, steam, and sparkle, and it’s easy to dismiss the things you see on it as temporary or slight. But print has heft. Something in your brain still says, "This must be important. Someone put it in print." When there’s no refresh button, the message feels permanent and credible.

More Mobile Than Mobile
The digital world is more accessible than ever. When it is accessible, that is. Batteries run out, networks fail, compatibility issues abound, and load times are unbearable. But print can go anywhere you can. It's probably already there: on signs, walls, newsstands, and t-shirts. And when you’re on the airport taxiway, you never have to power down your magazine.

The Perfect Analog
The best print efforts are those that complement their digital counterparts, not try to replace or supplant them. They set up a compelling narrative that can lead to a more rewarding online experience. They direct the conversation, and drive the reader to action. Print pieces can raise the question that leads to an online search for the answer. Together, the two create an additional layer of information and interaction that neither medium can sustain alone.

Lucky Magazine
Since its inception, every issue of Lucky, the magazine devoted exclusively to shopping, has included a sheet of "yes" and "maybe" stickers that readers can affix to the fashion and accessories within for later shopping. It makes for a rich, interactive experience that’s more compelling than simply clicking "like."

Target Wow! Cards
Leave it to Target to devise gift cards that truly break the mold. Incorporating mini-pinball machines, reusable tote bags, night lights, and more into their designs, these cards may lack the convenience of electronic versions, but they’re a lot more fun.

Nike LiveStrong
Chalkbot collected user-generated texts and printed them in larger-than-life fashion on the streets of the Tour de France. It turned what might otherwise seem like a throwaway status update into a tangible, powerful, message of hope that made the entire world take notice.

Wittenberg University Receiving a college acceptance letter is one of the big moments in any young life. And we feel it should be an equally big experience. With a sly “you got in” message not-quite-hidden behind a translucent window, this oversized package is full of fun messaging and information. Not only does it stand out, but it starts the student/university relationship in a more interesting and meaningful way than any politely worded formal letter ever could. See it in action here.

		Laura Rees, Senior Writer I get excited when I get a Penzeys Spices catalog in the mail. It always has good recipes and stories—and a fabulous coupon that gets me into their store every time.
		Carey Schmitt, Managing Strategy Director Birthday cards, thank-you notes, invitations. When it comes to social correspondence, I love the real deal. E-cards are thoughtful, but knowing that a printed card took extra effort from the sender makes it extra special. And, it’s fun to display the cards for a while after receiving them.
		Cristina Hilbert, Account Manager I love the perforated lists, tips, and recipe cards in each issue of Real Simple. I use them all the time and feel like I’m getting way more than just a magazine.
		Matt Yuskewich, Creative Director It’s a funny relationship still, but I think print now works best when it complements digital. Check out Christopher Baker’s Murmur Study, for example. Words carry more weight when they’re made physical and permanent.