In 1999 a customer told me that print is dead.

 

The following year the UK's largest supermarket launched its online presence.

 

By 2006 the supermarket had printed several million copies of a 1,000 page catalogue full of products you could only purchase online to support their dot com business.

 

​Conversely, Apple's iconic one-minute long 1984 Superbowl TV advertisement did not even show an image of a computer and was supported by zero print media.

 

Everyone was talking about the Macintosh advert the next day which changed Superbowl advertising forever.

 

​Fast forward to 2016 and Apple launched their iPhone 6 "Shot on iPhone” billboard poster campaign. The scope of which included 10,000 billboards that incorporated photos taken by 77 users across 25 countries and 73 cities.

 

It's ironic that the "print is dead" marketing channel had such a huge part to play in the success of the new smart phone technology implemented by a very simple print media billboard poster solution.