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Power to the paper people

Online marketing is the way of the now and the way of the future. I know this, you know this, your customers know this but, deny it if you will, print still makes a valuable contribution to the marketing mix.

I know people think of print as “old school” and “how we used to do things” but I love to touch and feel a piece of collateral; shiny new brochures, wafting ink, it gives your product a certain gravitas.

A lot of time and effort (most of the time) has gone into that piece of collateral and I respect that. It’s when time and effort isn’t spent that you notice!

I love creating brochures, annual reports, flyers, something you can touch and feel.

Beautiful stock, stunning backgrounds, an eye-catching headline, a considered layout; collateral can be truly beautiful and bring joy to my day. In fact I have a section in my (old school) filing cabinet reserved for pieces of collateral I like. Pinterest in my desk drawer if you will.

Think of all the pieces of paper you encounter over a week: from (literal) junk mail to newspapers to glossy magazines, how much time do you spend interacting with them and their contents as opposed to the ads that appear on websites?

As I was in the midst of writing this post I came across this article about the dangers of ignoring the “old school”.

I suppose, like everything in marketing, it comes down to your target audience.

Can you afford to ignore the old school in your marketing mix?


About Jane McKay @janemckaycomms

I’m Jane. I write. I design. I create. In 2009, following a tree-change to sunny East Gippsland, I realised a dream and started my own business through which I have freelanced my marketing services ever since. I understand that marketing your business can be overwhelming, overcomplicated and often overlooked. That’s why I’m here. With a range of expertise built on a Masters in Media and Communications and derived from more than 8 years’ industry experience working with small companies as well as large multi-nationals, I help businesses grow. A creative soul with a strong geek side, I combine my love of wordsmithing with an interest in all things design- and tech-related.The perfect combination of skills for my career in creative marketing.



  1. Pingback: Are You Taking Your Small Business Seriously? « Jane McKay Communications - October 25, 2012

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