Why Print Still Looks Like a Survivor
Print is far from dead. In fact, recent industry reports show that publishers are still producing print volumes in strong numbers, and print continues to outsell eBooks, even on eCommerce sites. (See “Industry Trends and Fluctuations Revealed” in this issue of Front Matter).
The strength of print in the book market isn’t just based on reports about what publishers are producing. Harris Interactive and Pew Research Center’s Internet Project have been looking at what readers prefer, and their results show that a majority of readers favor physical books over eBooks. In a March 2014 study, Harris found that almost half of respondents read only print and a mere 6% stick to digital exclusively. In Pew’s January 2014 findings, seven of ten participants who had read a book in the past year had read a print book compared with only 28% that had read an eBook.
No one is claiming that the era of digital content is waning; it simply appears that although many readers switch between formats, print is still favored. This idea is supported by findings from the most recent BookStats and Nielsen Books & Consumers 2014 surveys, both of which reported that in 2013, more print copies sold than digital.
Print preferences are also apparent on campus. In a study of 400 students at BYU, 65% said they preferred printed course materials, 74% reported learning better from print, and 72% said they printed some or all of digital materials — even though doing so cost more than simply using the digital content. Students reported that they found fewer distractions in printed materials. In addition, they said printed materials are easier to highlight and more manageable for locating and reviewing specific information when studying. Students also reported fewer headaches when reading from a physical page.
Students are not the only ones acknowledging the advantages of print. Researchers, theorists, marketers, and the like have been trying to pin down the pros and cons of paper versus electronic reading for decades.
Notably, deep reading is associated with paper, while superficial reading and reading without the need for higher recall seems to be the realm of eBooks. Although conclusive research about why this divergence exists has yet to surface, multiple studies are focusing on the different emotional and cognitive experiences of paper versus digital. Paper requires and fosters more sustained attention, whereas digital reading goes hand in hand with multitasking distractedness. Even when the Internet and ads are not part of the equation, scrolling interrupts focus.
If it looks good on paper… it probably is good on paper. Although digital is an essential method for reaching broad audiences, physical printing is apparently here to stay.
[cta]Sheridan specializes in helping you establish the right print, electronic, or hybrid strategy that best serves your readers and your market. Contact your Sheridan representative, Laura Baker, at Laura.Baker@sheridan.com to learn more.[/cta]
