{"id":17947,"date":"2014-12-01T14:45:39","date_gmt":"2014-12-01T14:45:39","guid":{"rendered":"https:\/\/lern.org\/?p=2059"},"modified":"2021-08-02T12:23:34","modified_gmt":"2021-08-02T17:23:34","slug":"print-brochure-roars-back","status":"publish","type":"post","link":"https:\/\/lern.com\/lerntest\/print-brochure-roars-back\/","title":{"rendered":"Print brochure roars back"},"content":{"rendered":"<p><a href=\"https:\/\/lern.org\/wp-content\/uploads\/2014\/01\/brochures.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-medium wp-image-992\" alt=\"brochures\" src=\"https:\/\/lern.org\/wp-content\/uploads\/2014\/01\/brochures-300x270.jpg\" width=\"300\" height=\"270\" \/><\/a>The print brochure is roaring back, experts at the big LERN conference say. The print brochure has a new and improved life in both lifelong learning and in the print catalog industry in general, report print catalog experts Paul Franklin and Julie Coates.<br \/>\nFranklin says more catalogs were mailed this year than last year, and the numbers are about even with the years prior to the great recession.\u00a0 Coates notes that in Canada, more Canadians trust print brochures than email messages.<br \/>\nAnd five or more years after some programs started to eliminate their print brochure, LERN has still not received ONE nomination for increased registrations without a print brochure. No program has even ventured to write a success story without a print brochure, while many others are moving back to the print brochure.<br \/>\nThere\u2019s been some changes with print brochures in the field of lifelong learning. Today print brochures are:<br \/>\n1. More targeted in distribution.<br \/>\nPerhaps the biggest change is that catalogs are being more targeted.<br \/>\n2. Online registration is a preferred \u2018given.\u2019<br \/>\nPeople receiving print catalogs still buy online. Most print brochures in the field of lifelong learning try to move people to online registration, and online registration has been going up year after year.<br \/>\n3. More color, more visuals<br \/>\nMany brochures are now four-color throughout.\u00a0 And there\u2019s more communication, and more effective communication, with visuals.\u00a0 Testimonials have photos of the participant. Sections or categories have images.\u00a0 The Table of Contents page has a lot more visuals.<br \/>\n4. Less copy<br \/>\nToday the website is the place for tons of copy and everything-you-wanted-to-know. Print brochures often drive people to a web site for more info and to register online.<br \/>\nAnd that means less copy in the print brochure. What remains is the best marketing copy to engage the readers.\u00a0 A lot of the \u2018nice\u2019 copy is gone. The critical info is still there.<br \/>\n5. New media gets integrated<br \/>\nDigital brochures are now standard on most web sites.\u00a0 And new school media such as videos, social media, and QR codes are being integrated into the print brochure.<br \/>\nLook for the print catalog industry to keep testing, changing and refining the print catalog moving forward. Catalogs are likely to change, and lifelong learning brochures as well, with new technology, testing and the reality that Gen Y keeps growing as the biggest generational audience in the market.<br \/>\n&nbsp;<br \/>\n&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The print brochure is roaring back, experts at the big LERN conference say. The print brochure has a new and improved life in both lifelong learning and in the print catalog industry in general, report print catalog experts Paul Franklin and Julie Coates. Franklin says more catalogs were mailed this year than last year, and<\/p>\n","protected":false},"author":2,"featured_media":992,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[],"tags":[],"class_list":["post-17947","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/lern.com\/lerntest\/wp-json\/wp\/v2\/posts\/17947","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lern.com\/lerntest\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lern.com\/lerntest\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lern.com\/lerntest\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/lern.com\/lerntest\/wp-json\/wp\/v2\/comments?post=17947"}],"version-history":[{"count":1,"href":"https:\/\/lern.com\/lerntest\/wp-json\/wp\/v2\/posts\/17947\/revisions"}],"predecessor-version":[{"id":19129,"href":"https:\/\/lern.com\/lerntest\/wp-json\/wp\/v2\/posts\/17947\/revisions\/19129"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lern.com\/lerntest\/wp-json\/"}],"wp:attachment":[{"href":"https:\/\/lern.com\/lerntest\/wp-json\/wp\/v2\/media?parent=17947"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lern.com\/lerntest\/wp-json\/wp\/v2\/categories?post=17947"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lern.com\/lerntest\/wp-json\/wp\/v2\/tags?post=17947"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}