Is Print Dead? Facts vs Myths

Myth 1: "Nobody uses print any more"

Fact: print is still a major UK industry. The British Printing Industries Federation (BPIF) reports a turnover of £13.7 billion, gross value added of £5.9 billion and around 93,000 employees in 6,800 companies. Yorkshire and the Humber alone accounts for 623 companies and £1.86 billion of turnover.

Printed marketing also remains a significant channel. The Advertising Association/WARC Expenditure Report recorded £966.9 million of UK direct mail spend in 2025.

Myth 2: "People just throw mail away"

Fact: JICMAIL's panel of around 1,100 UK households records what people actually do with their mail. In Q2 2026:

Myth 3: "Digital has made print ineffective"

Fact: mail's measured performance is improving. JICMAIL's Response Rate Tracker reported that response rates for cold and warm direct mail grew by more than 20% in 2025, and door drop ROI nearly doubled to £5.28. Across 4,939 campaigns (2023–2025), warm direct mail averaged a 6.3% response and £8.80 ROI per £1.

As digital channels have become crowded (58% of European consumers say they don't pay attention to most online adverts, according to Two Sides, 2025), the relative impact of a well-targeted printed piece has grown. Read print vs digital marketing for the full comparison.

Myth 4: "Print is bad for the environment"

Fact: paper is one of the most recycled materials in Europe, with a recycling rate of 79% (Cepi, 2023, cited by Two Sides). Two Sides' analysis of FAO data found European forests grew by 58,390 km² between 2005 and 2020. Yet only 16% of consumers in its 2025 survey knew European forests are growing.

Responsible sourcing matters. We hold FSC® chain of custody certification (C013888) and ISO 14001 environmental management certification, and FSC-certified and recycled stocks are available across our ranges. See our certifications.

Myth 5: "Print can't be measured"

Fact: modern print is highly measurable. Unique codes, personalised URLs and QR codes track responses. Direct mail with a QR code is 60% more likely to prompt a website visit (JICMAIL). Matching sales back against the mailing file shows the full effect, including the 41% of mail-driven purchases made in-store.

What has actually changed

• Volumes are down: Royal Mail reported addressed letter volumes (excluding elections) down 10% in the half year to September 2025. Bills and statements have moved online.
• Targeting is sharper: better data means fewer, more relevant pieces.
• Personalisation is standard: digital and inkjet presses make every item unique.
• Shorter runs are affordable: digital printing means no minimum quantity and less waste.
• Print and digital are connected: QR codes, personalised URLs and retargeting link the two.

How we can help

Modern commercial print

B2 litho and FOGRA-certified digital presses, in-house finishing and mailing, in Keighley since 1980.

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