text vs video
Wednesday, January 14, 2009 at 10:35AM Debate continues on the relative value and role of text in the light of the surge of video content. Steve Rubel describes the power of text for fast and versatile consumption on the Web. Elaine Fogel at MarketingProfs (premium article) takes the debate to the medium and points out the power of print over screen media for business communications (the flicker effect of a monitor apparently reduces a brain's ability to process information and so we read print text 25% faster). The conclusion has to be that the medium needs to support the message - each means for conveying information has its advantages and disadvantages and leads to audience preference and consumption patterns. Good communicators will tap those most appropriate for the moment - integrating their mix.
Reader Comments (2)
Thanks for referring to my MarketingProfs article, Tony. I agree with you that the medium must support the message. I did not want to imply that print excels over electronic communication, but that it shouldn't be dismissed. Depending on the target market, it may be more effective in some cases and still remains relevant.
Thanks!
Cheers Elaine - it was great you reminded us print shouldn't be dismissed. I see some marketers get caught in trending media and somehow forget the fundamentals of communicating in ways that work best for your audience. I am a fan of print and expect it will be key for many years yet.
Thanks