By Sid Chadwick, Chadwick Consulting, Inc. – 06/12/2020
Published in 
American Printer

“They say that time changes things…but you actually have to change them yourself.”………Andy Warhol

INTRODUCTION:

Some of you might remember FedEx’s recent two-page, full-color ad, whose headline read, “Why print beats digital when it comes to staff training.”

FedEx - Sid ChadwickSadly, Fedex had to cite research…. that was three years old… published by the American Educational Research Association…Fedex reported from their research:

“…that reading content in print…versus reading through a digital format (Singer, Lauren and Patricia Alexander, July 21, 2017 – Reading on Paper and Digitally: What the Past Decades of Empirical Research Reveal)….Once a piece of text exceeds a single page in length, people’s comprehension goes way down if they’re reading it digitally. The reason, researchers concluded, is due to scrolling….the act of scrolling your way to the next bit of text is not only disruptive, but also adds to the cognitive demands being put on the reader…some of the brain’s attention is being diversified away from comprehension…”

Fedex continued….” Therefore, if you want someone to truly understand a piece of text, whether it’s a new policy or your business’s employee handbook, it’s  usually best to put it in print.”

In addition to “Education & Training”…other opportunities for Research… and Reporting… the Superior Value of Print… (seem to practically scream) for:

  1. Elevated Accountability….and Trust…
  2. Elevated Memory and Recall…..
  3. Improving ROI….when used in combination with other mediums of communications… (Why not research — improved ROI….when Print is used in combination — with each communication medium…?)
  4. Creating Action….
  5. Ease of Reading….and Comprehension….

SUMMARY:

How much better would our industry be operating…if Research… like that from the American Educational Research Association — were constantly… being updated…and reported…for our companies to use… in self-promotion…and customer education…..?

Don’t our customers want an improved ROI on their self-promotions….?

Are any associations…..listening…..?

Are any (major) suppliers….listening….?

Armed with such compelling Research….would major ad campaigns… change their strategies….?

Are such strategic initiatives….all that difficult….for major associations…?

Which associations… should be receiving our membership dues….?

“The most compelling story for us should be the naked truth about the reality of our operations.”….Sec. of Defense, Gen. Jim Mattis, Call Sign Chaos, p.141.

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