Unlike in most developed countries, print remains critical for reaching the wider population in SA, due to its physicality as a medium of communication and its ability to reach those in poorer and rural areas.
This is according to Jo Lloyd, a consultant for Cotmandene, during her Cannon's Bigger Picture insight report presentation at the FESPA Africa Expo 2014 at Gallagher Convention Centre yesterday.
She added that this contrasts with the results from Europe, Middle East and North Africa, which reveal that digital media is becoming more important as a means of communication.
The report comes from a survey that was carried out by RS Consulting with telephone survey of 100 print buyers in SA during April 2014; the focus was on Johannesburg, Durban and Cape Town. The respondents were either decision-makers or key influencers in deciding which media to use for the communications mix within their department or organisation.
The report explains the role print plays in reaching consumers in the South African market, the current and future use of print, and digital applications in today's multi-channel world.
Some 92% of South African buyers see professional printing as critical to their business and 87% of buyers have seen an increase in their use of printed materials, reveals the report.
Additionally, print continues to play a central role of communications in SA because of the unequal distribution of wealth and education, says Lloyd.
Also, the currently limited penetration of Internet, smartphones and tablets means that print remains essential for reaching a large percentage of the consumer population.
The report reveals that with the illiteracy rate falling, print has an ever wider reach within poorer communities. It also states that in contrast to digital media, print is enduring and tangible - something that can be carried around and referred to on multiple occasions.
However, she noted the print industry cannot ignore that virtual media is becoming important to the South African print market.
She said there will be a change in the way businesses communicate in the next five years and printers need to start incorporating digital media formats in their business communication strategies.
SA has seen strong growth in the use of digital media but, equally, the majority of media have also seen an increase in print.
The growth is spurred by government's efforts to build and improve on the digital infrastructure in SA, Lloyd noted.
She pointed out that the way forward for print communication is to embrace print as part of a multi-channel communication.
Also speaking at the event, Dan Porter, sales and marketing director for Cannon, said there are now more communication channels to choose from, including social networks, TV, Web sites, mobile Internet and e-mail.
Therefore, he believes, the industry needs to view this change as an opportunity to explain the value of print rather than fear what will become of it. The only way of knowing the true value is by measuring return on investment, he said.
In conclusion, Lloyd said many buyers anticipate that changes in print, because of digital media in SA, will evolve over a much longer period of time.
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