• Print and online media are supplementary
• In the advertising field, print media lead the field by a clear margin before the internet
  

Online is on the increase, but without challenging the paper medium. Providing different benefits, both media satisfy user needs. Electronic media excel by the speed of dissemination of information, whereas print attracts consumers by its elaborate production and optical appearance, its ease and user-friendly handling and – not to forget - the pleasure of reading it provides.

Print media are the prototypes of wireless communication: long before iPad and Co. entered the scene, print media could be carried around to any place. Today advanced print processes or the print on demand option assist manufacturers in meeting user expectations better than before. In many cases, the two media form a symbiosis. Newspapers and journals offer online services, and online offerings are solicited on a cross media basis in brochures and flyers or they appear as an additional information source in the form of printed quick response codes in newspapers.

The advertising market is a vital indicator in this context. Online advertising is no doubt conquering an increasing share. However, with 4 % of the net advertising revenues, the internet clearly lags behind newspapers, magazines and direct mailing by post which together account for 64 % of the total pie (Source: Zentralverband der deutschen Werbewirtschaft). Also well-known online companies like Google use print-advertising to promote their products.