29 June, 2023 Michael McCallum

Print, Keep it or Ditch it? The Merits of Arts Companies Keeping Printed Brochures, Programs, and Posters

In today’s digital age, where information is readily available at our fingertips, the question arises: Are printed materials still relevant for arts companies? With the rise of online marketing and communication channels, some may argue that printed brochures, programs, and posters have become obsolete. However, in this blog post, we will explore the merits of arts companies keeping printed materials and why they continue to hold value in the realm of arts marketing.

Tangible and Memorable

One of the key advantages of printed materials is their tangible nature. In a world inundated with digital content, a physical brochure or program can provide a unique and memorable experience for the audience. Holding a beautifully designed brochure or program in hand creates a sense of connection and engagement with the arts company and its offerings. The physicality of print can evoke emotions and leave a lasting impression, enhancing the overall brand experience.

Targeted and Personalized Approach

Printed materials offer arts companies the opportunity to employ a targeted and personalized approach to marketing. By tailoring the content and design of brochures, programs, and posters, arts organizations can cater to specific audiences, such as subscribers, donors, or sponsors. Personalization creates a sense of exclusivity and demonstrates that the arts company values its patrons individually. Additionally, printed materials can be strategically distributed at relevant events, partner locations, or local establishments, allowing arts organizations to reach potential audiences who may not be actively searching for information online.

Enhanced Branding and Perception

Printed materials serve as a powerful tool for enhancing branding and shaping the perception of an arts company. A well-designed brochure or poster can effectively communicate the organization’s mission, values, and artistic identity. The use of high-quality printing techniques, paper stocks, and finishes can further elevate the perceived value of the arts company and its productions. The physical presence of printed materials also lends credibility and professionalism to the organization, as it showcases a commitment to the arts and a dedication to creating a holistic experience for the audience.

Access for All

While digital platforms have made information more accessible, it is essential to recognize that not everyone has equal access to online resources. Printed materials offer a way to bridge the digital divide and ensure that arts organizations reach diverse audiences. Brochures, programs, and posters can be made available in public spaces, libraries, community centers, and other locations where people may not have regular access to the internet or digital devices. By embracing printed materials, arts companies can engage with a wider cross-section of the community, fostering inclusivity and expanding their reach.

Complementing Digital Efforts

Printed materials should not be viewed as adversaries to digital marketing efforts; instead, they can be seen as complementary tools that work hand in hand. Integrating QR codes, personalized URLs, or augmented reality features within printed materials can seamlessly connect the physical and digital worlds. These features can direct audiences to additional online content, ticket purchases, or interactive experiences, effectively bridging the gap between print and digital marketing strategies. By using printed materials as an entry point, arts organizations can cultivate and deepen their online engagement with audiences.


In an era dominated by digital communication, printed brochures, programs, and posters continue to hold value for arts companies. Their tangible nature, targeted approach, branding potential, accessibility, and ability to complement digital efforts make them an integral part of a well-rounded arts marketing strategy. By embracing the merits of printed materials, arts organizations can create a lasting impression, engage diverse audiences, and foster meaningful connections with their patrons. In the evolving landscape of arts marketing, the decision to print, keep, or ditch must be guided by an understanding of the unique advantages that physical materials can provide.

And hey, let’s not forget the joy of holding a beautifully designed brochure in your hands. It’s like finding that rare vintage vinyl record in a dusty old store or stumbling upon a hidden gem in your grandmother’s attic. There’s something magical about flipping through the pages and feeling the texture of the paper—no amount of scrolling on a screen can replicate that experience. Plus, who doesn’t love the sound of a crisp page turning or the smell of freshly printed ink? It’s the little things in life that make us smile!

So, arts companies, let’s keep those printing presses rolling! Embrace the power of print, the nostalgia it brings, and the opportunity to create a lasting impression. Remember, a well-designed brochure can be a work of art in itself—worthy of framing and displaying in your living room. And who knows, maybe one day, it’ll become a collector’s item and earn you a fortune on the Antiques Roadshow. Okay, maybe not a fortune, but a little extra cash for your next production wouldn’t hurt!

In conclusion, print it, keep it, and cherish it. Because in this digital age, there’s still room for a little humor, a touch of nostalgia, and the magic of holding something tangible in your hands.