On October 12, 2023, hundreds walked through the doors of the James Earl Jones Theatre before slowly migrating to their designated seats. The lights dimmed, and the curtains rose for the Broadway premiere of Gutenberg! The Musical!, a two-man musical spoof starring Josh Gad and Andrew Rannells—the original breakout stars of The Book of Mormon.
The show follows two delusional theater composers, pitching a highly inaccurate musical about the life of Johannes Gutenberg, the 15th-century father of the printing press. A Broadway show about what has become an ever-shifting, precarious industry still recovering from the fallout of the coronavirus pandemic, was unlikely to succeed.
But, it did. And, boy did it.
In the weeks following its premiere, Gutenberg! already stood out as a top-earning newcomer. By the end of its 20-week Broadway run, the musical broke box office records, recouping its initial $6.75 million investment, with weekly gross earnings of $1,463,226. The success comes as a surprise given the shaky state of Broadway. The pandemic dealt a heavy blow to Broadway, causing theaters to go dark and remain closed for what would become its longest shutdown in history—18 months. Like many industries, Broadway adapted by going digital with virtual performances and show streaming. With the click of a button, audiences could watch high quality musicals comfortably from their living room couches.
And so, perhaps at that moment, it made perfect sense to predict the death of Broadway. After all, why spend hundreds of dollars to see a show live when you could watch a recording for a fraction of the cost? Tickets, alone, cost an arm and a leg, and that excludes the cost of getting to New York, let alone food, accommodations, and transportation in the city. But, what many failed to understand: There is no way to replace the live experience. You simply cannot replicate the feeling of seeing a musical performance, in-person on Broadway in New York City; the romance of Manhattan, the anticipation before the curtain rises, the shared excitement of the audience, the captivating narratives, the unforgettable scores.
The Internet Isn’t Dying, But It’s Changing
Flash-forward to 2024, and what do we see? The pandemic tested Broadway, but it didn’t break it. Even with Broadway’s many struggles, the 2022-2023 season saw nearly pre-pandemic attendance, grossing $1.58 billion. The show must go on! And it’s not just happening on Broadway:
- World concert tours generated $9.2 billion in ticket sales in 2023—record-breaking numbers soaring 65% from 2019.
- All four major American sports leagues (the National Football League, the National Basketball Association, Major League Baseball, and the National Hockey League) had higher attendance from sports fans in their regular 2023/2024 seasons than they did in 2019.
- 90% of companies plan to restore in-office requirements by the end of 2024. (Even Zoom, the video conferencing company that helped millions of people work from home, is requiring many of its employees to return to the office.)
The pandemic may have accelerated the transition to digital. But the pendulum seems to be swinging backward. The lockdowns and social distancing that forced us to isolate, also made us acutely aware of our need to reconnect. So, as much as social media and other digital tools enhance the way we share and communicate, they simply cannot replace in-person interactions. Broadway On Demand doesn’t match the bustle and bright lights of the Big Apple. Watching the Foo Fighters in the Metaverse doesn’t compare to seeing them live. Boozy Zoom calls on a Saturday night will never replace dinner and drinks out with friends. After spending months on months forced to lockdown and social distance, digital fatigue has set in. In-person interactions have become more important now than ever as people try to make up for lost time due to COVID. People still prefer face-to-face interaction. Even Millennials and Gen Z would rather spend time in-person, over texting, phone calls, or video chat.
Add to that: people have become increasingly more skeptical of the content they see online. Just like the printing press before it, the internet promised the democratization of information to improve public knowledge. This works to an extent, but the landscape has steadily devolved into a digital theater of misinformation and ad-driven content devoid of originality, generated by bots. And so, we’re seeing a backlash of sorts against digital life. Millennials and Gen Z are changing the way they engage with the internet. Although they still spend more than two hours online daily, many report feeling the strain of constant online engagement. Younger generations are making conscious efforts to limit the amount of time they spend online. Around 27% cap their screen time, while 23% use apps or settings to track their usage.
Those under 40 say they pay much closer attention to the way brands try to target them online, too. Feeling bombarded and irritated by ads, they have a particularly keen eye to the paid relationships between big brands and influencers. A report reveals that paid ads fail to engage Gen Z, who prefer authenticity over sales pitches. Nearly all (99%) skip ads if possible, and 63% use ad blockers.
The internet isn’t dead, but its users are more conscious—especially those who grew up with it. So, how can brands remain relevant and reach these discerning, young consumers?
…With a little help from our old pal, Gutenberg, of course.
Be Above the Fold with Print
Broadway live performances aren’t the only thing making a comeback these days. So is print. A 2023 Market Research Report found that three-quarters of marketers reported increasing their marketing budget for print, such as direct mail. And for good reason:
- 61% of those between the ages of 18-26 are the most interested in direct mail.
- Consumers prefer direct mail because they like having a physical copy of information, find it easier to remember than email, and think it’s fun to open.
- Direct mail has a 90% open rate compared to email, which has an average open rate of 21.33%.
- Print advertisements receive an average response rate of 9%, while email, paid search, and social media receive about 1%.
- Consumers are 70-80% more likely to remember a brand or product when they see it in print versus when they see it online.
It may come as a surprise to see the popularity and effectiveness of print, especially among younger generations. According to Joe Miller, president of Flyleaf Print, a full-service print management company, “I’ve heard that a lot of businesses feel left in the dust when it comes to building an organic following on digital channels, like social or email. Even if they do have a strong following, they see much higher engagement through print, even among younger customers.” So, if you’re having trouble reaching Millennials and Gen Z, print could provide that missing link. And here’s why:
Print makes it easier to focus
Ever pick up your phone for one thing, and five minutes later find yourself mindlessly scrolling, completely blank about why you needed your phone in the first place? It happens to the best of us. Between message alerts, app notifications, and calendar reminders, smartphones make it extremely difficult to focus. Perhaps that’s what makes print so effective, because of its distance from distraction. “When your customers receive printed materials, whether promotional postcards, brochures, or standout packaging, they can’t just swipe away. Once it’s in their hands, it holds their attention,” adds Miller.
Younger generations prefer reading actual books
A DirectTextbook survey found 62% of college students prefer print textbooks over digital ones. The younger demographic finds them easier to read, annotate, and study. While digital text invites skimming and distractions, physical text promotes deep, connected reading. Using print to convey your brand’s message can offer that same level of engagement.
Print works well in combination with digital marketing
Gen Z has become accustomed to digital everything, so they view print as a fresh, non-traditional approach. Using print in combination with digital can help your brand stand up with a unique presentation of your message. Miller notes, “Digital and print are a power combination. Adding that print element to your branding and marketing campaigns reinforces your digital efforts. For example, impressive packaging enhances the unboxing experience, which helps gain traction online with eye-catching, shareable UGC videos on social channels.”
Print gives a sense of authenticity
Gen Z consumers hunger for authentic marketing. Raised in a digital world, they value genuine interactions and can spot inauthenticity quickly. In an age of ubiquitous web publishing and misleading content, print feels more authoritative and real, enhancing its appeal to younger audiences.
Print offers a sensory experience digital can’t match.
Touch, sight, and even the smell of materials that you can hold in your hands create a unique connection. Gen Z prefers tangible media for assessing a product’s quality, which explains their preference for brick-and-mortar stores over online shopping. “I’m amazed at the capabilities of print these days. We’ve seen incredible advancements in the textures, shapes, and colors in print management. It’s a sure-fire way to make a lasting impression on customers,” says Miller.
Print has a longer shelf life
Print media lasts longer than digital ads, which vanish in seconds. Flyers, postcards, letters, and magazine ads stick around until discarded, giving Gen Z more time to consider your brand.
Print is highly customizable
Print marketing allows for precise targeting and personalization, perfect for tailored messages that resonate with Gen Z. With advanced printing technologies, you can create customized materials tailored to specific audiences. Personalized print materials make consumers feel valued and understood, fostering stronger lasting relationships with a discerning audience.
So if you’re still a business going all in on digital, think again. Just like people yearn for physical experiences, like seeing a musical live on Broadway, they also want engaging physical content. And while print shouldn’t replace your digital marketing efforts, it can certainly help add value to your customers. Whether direct mail, branded boxes, brochures, business cards, flyers, or posters—print offers a lasting, impactful connection. And so, 500 years later, Gutenberg’s groundbreaking invention remains firmly imprinted on our hearts, Times New Roman.