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The power of print

In this world of “fake news” what role does print media have to play in sharing the facts?

A study found that people had a profound distrust for online content in general, which they found to be inaccurate and unstable. The study looked to observe, measure and record comparative cognitive processes in print and online to explain the differences, if any, in the readers’ information-gathering processes and their subsequent comprehension and retention of information. Those in the study would scroll through information online picking out facts but would then go to a print source to verify the accuracy of the content. There was not the same engagement with online information as there was with print.

Another study found that university students said they usually study/learn more when printed readings are supplied.

Whether you are ordering food, reading magazines or using a cookbook, sometimes it is just easier to have a printed version instead of looking online.

In previous articles we have explored the reasons why older people adopt or stop using technology (see Reasons why older people use technology (or why they should) and Digital Drop off – the phenomenon that we should be talking about ) however we have not focused on the positives of print.

Studies have shown that consumers trust print media above all other types of media. A Kantar poll of 8,000 consumers in the U.S., France, Brazil and the U.K., printed news magazines are the most trusted resource for news, followed by TV news, radio bulletins and national newspapers. The print version of national newspapers were more trusted than the newspapers’ websites.

The benefits of print include its ability to be reread, clipped out, copied and passed on. Print allows those who are unable to go online the ability to access information. This is especially important in the aged care sector as although the numbers of 65+ people going online is increasing, there is still a large proportion of that population who do not want to, or are unable to go online for a number of reasons. Therefore, being able to access information in more than one form is extremely important. There is room for print media all along.

Print also benefits advertisers. Adverts in a print format deliver better engagement with consumers. It also provides the consumer with more control in regards to processing advert information. For older people in particular, the research shows that they prefer adverts that are embedded in appropriate and compatible contexts.

Eldernet and Care Publications are committed to providing accessible information to all older people and their support networks. If you or someone you know prefers to have their information in print format click here to order one of our ‘Where from Here’ handbooks.

About Eve Williams

Eve Williams is the Content Developer and Social Media Administration for Eldernet. She is currently studying towards her Masters at the University of Canterbury. She has a passion for learning new things.

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