A few months back, after returning from vacation of 5 days, there should be a stack of paper as thick as an Almanac in the mail box right? Fact is, today the amount of junk mail being received has been dramatically cut. Today there is the occasional offer from a credit card company, bill or invite to a wedding, but mail boxes are not nearly as full as they used to be.
On the contrary, the email box is another story. Often times there will be 30 minutes that go by and 10 new emails will come in, often times with irrelevant messages. Typically the average user will go through hundreds of email, then get to work.
To understand this knowledge can give insight into why people tend to think print is dead or dying. But it is not. Like most businesses today, it is evolving to reach customers with a more targeted approach. This means that the message meant to go to Tom will go to Tom and the message meant for Sally will go to Sally. There are still millions of messages that need to be conveyed on a daily basis, attracting the right person to the message is critical in achieving the business goals.
Inspiration and credit for inspiration goes to Mr. Farquharson at http://www.piworld.com/blog/the-print-dead-objection-commercial-printing-sales-bill-farquharson
