Nobody is a bigger fan of print than I. I planned and bought print for over 20 years. Just today I received an e-mail with this predication:

7 Reasons Print Will Make a Comeback in 2011
Folio

In the era of iPads and Apps, marketers and agencies rally behind print as 2011 approaches.

Here are 7 reasons why print media will make a comeback next year:

1. Getting Attention
2. Focus on Custom Retention
3. No Audience Development Costs
4. What’s Old is New Again
5. Customers Still Need to Ask Questions
6. Print Still Excites People

Come on guys. This sounds desperate and needy. You’re going to have to let it go and let print settle into its own drastically reduced niche. The more you insist that you’re making a “comeback” the less credibility you’ll have.

Print might not be going away completely, but it is not going to make a comeback. Even your own reasons don’t hold water. Customers still need to ask questions? Really? Don’t you think an interactive environment  will provide that opportunity with far less fuss and muss than a print ad? Stop fighting the inevitable and try to find ways to make yourself more relevant. Focus on what you can do and let go of the rest. For all of our sakes.