The Media Professional

If someone asks about Digital vs. Print Media, I guess we’re all supposed to say that digital is the most environmentally responsible choice for distributing information today.

Actually, it depends upon the communication itself.

Look at companies whose internal communications are converted to digital for environmental reasons. No more paper memos, they say. We’re saving trees. We’re saving thousands of dollars in printing costs at the same time. “We’re Green. We’re Green,” they chant proudly.

Problem is, the electronically-distributed information is still needed on a paper base for portability, markup, and collaboration. Hence, employees simply print the documents at their desks.

Consequently, enterprise-wide, wastebaskets overflow with misprinted materials. Ink jet cartridges are purchased by the pallet, printer paper by the car load. Every employee is a part-time printer.

No study is ever commissioned to measure the environmental damage and increased costs of such ill planned Green efforts.

Same with mass marketing efforts. If your printed communication is so poorly written and designed that nearly every recipient will simply trash it unread, go digital. There are environmental savings whenever someone can hit “Delete” instead of physically putting paper into the waste stream. And you’ll also be able to boast about the trees you’re saving.

However, nothing electronic can replace the texture, feel and effectiveness of well written, carefully designed, and skillfully crafted printed materials.

And once such materials are produced, they can be enjoyed again and again with no adverse effect on the environment.

J.David Knepper

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