Takes more than hype and gimmicks to kill brochures, tv, radio, paintings and records
Recently a local marketing firm hosted a presentation entitled The Death of the Brochure. I know that a few people attended although I passed on the opportunity because I don't believe the brochure is dead. It's not dead for the same reason traditional photography didn't kill painting, radio didn't kill newspapers and magazines, TV didn't kill radio, video didn't kill films, CDs didn't kill vinyl, mp3s didn't kills CDs, and so on. I agree typewriters may be dead – although I've heard strong arguments that they never died, just evolved into word processors and personal computers.
Logic might suggest that PDFs (unpleasant to read for the most part if you've got lengthy reading to do) will kill the brochure. Of course, there's also the "green" argument against brochures, but let me tell you, when it comes to making an emotional connection, the brochure is king. You want to buy a new BMW 5 series? No one wants to read a PDF about it, and even if they do, they still want a glossy brochure on heavy stock to hold in their hands. Even the people who ran the seminar. I guarantee that all of those people have paper versions of their proposals that they bring to meetings. Why? Because not every one wants to read a PDF during a meeting. As a British "chum" of mine pointed out, "trends may come and go, but it takes more than a trend to make a good business idea stick". The thing is – no one doubts the value of the PDF. It's much like a certain type of hooker – cheap and mobile. Still, not many people choose to marry hookers or even date them (don't get caught up on that one – just enjoy it).
When it comes to an emotional experience – touching, feeling, and appreciating – in a lasting way, the brochure, the record, the painting, the real photograph and other such "mediums" will hold their own. It's because people want the artifact so that they can experience it again and again. So while these "death of the brochure" types of subjects may create buzz in the short term, there is no long term value in these discussions. They're sort of like verbal masturbation. They're a lot of fun, but there isn't any doubt that it is a substitution for something more substantial.
Long live records and National Record Store Day (this Saturday). Long live TV, radio, painting, and yes, long live brochures, too.
One last thing: I run and work in a digital marketing firm and I use paper for a lot of things! We have an electronic and paper brochure. I own a TV, CDs, paintings and records! No gimmick – just being real.
Photos by EfrankE and las vegas lass
