Page 146 - How to write effective business English your guide to excellent professional communication by Fiona Talbot

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Paper is here

to stay

lthough digital is undoubtedly in the ascendant when it comes
Ato the written word, paper refuses to fade away, thanks to
consumer support. We see books, leaflets, brochures, letters, re-
ports and printouts continue to play an important role in the busi-
ness world. In this arena we’re seeing fairly traditional, emoji-free
writing back in force.
As I write, Facebook has introduced a British-based quarterly
print magazine, Grow (alongside an online version), to be availa-
ble in ‘selected airport and train business lounges’ for readers in
transit. They are doing this knowing that business leaders have
limited time for long reads at work – and also knowing that there
remains a need for in-depth articles for greater understanding of
topics.
As an example in retail, Amazon in the US sent out printed toy
catalogues for the first time in November 2018. Now that there
are fewer physical stores, it’s apparent that parents and their chil-
dren often prefer to look through catalogues together, rather
than browse online. It’s a tactile experience that print can offer
and effective writing underpinning alluring visuals can boost
sales, especially in the run-up to lucrative seasonal festivities or
birthdays.
Interestingly, there was an actual backlash when UK retailer
Argos trialled catalogue-free stores, with many customers demand-
ing they bring back paper brochures.