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Paper or Plastic?

You have carefully selected and planned the contents of your media kit, but when asked paper or plastic…which should you choose?
 
In today’s technologically advanced world, should we still use the traditional paper approach and stuff kits with an array of collateral materials? Or should we combine everything into electronic files and offer them as downloads and take-away CDs?
 
On one hand, electronic press kits save printing and paper costs, as well as offer companies more freedom to digitally enhance their presentations with animation, sounds, and other sensory stimulations that plain paper is lacking.  Furthermore, CDs and downloadable links are relatively easy to distribute.
 
However, what if someone wants to compare a fact sheet with the company’s management biographies side-by-side?  Or perhaps an executive has limited access to the Internet or a computer but needs to immediately peruse the kit.  The fact that paper kits are free from the virtual handcuffs of a hard drive makes paper a much easier and more reliable source for those who need to quickly access a kit.
 
So what should we do?  Double bag it.  Use paper first and use plastic to enhance and provide the main source of support.
 
While each style has its unique advantages and disadvantages and plenty of overlap, perhaps it’s better to combine the best of both worlds and just let the overlaps…well, overlap.
 
Keep a smaller supply of traditional paper kits handy to cut down printing, paper and shipping costs.  Have them ready to mail out, ready to update and replace outdated materials while maintaining the main electronic version with digital enhancements online or in CD format for daily users.

 

PondelWilkinson, investor@pondel.com