Some may scoff at the use of print in an age where consumers are glued to mobile devices for the majority of their information. The majority of businesses are convinced that a mobile app is the ‘must-have’ element of their marketing strategy, but just as e-readers have not completely done away with the ‘book in your hand’ experience, so to there is a compelling argument for traditional print media in the marketing mix.   Print materials benefit from familiarity Most adult consumers have grown up with print media and that history of interacting with it means that they are more likely to