Twenty years ago the first request by a potential client or customer would have been: "Can you send me a brochure?” Without a brochure, you weren’t a trustworthy company. Today, this part is largely being played by the website. It is frequently the first and sometimes the only contact with the audience.
Unlike the transient nature of online communication, print has a physical and potentially more permanent presence. A piece of print, as long as it is too beautiful to be thrown away, acquires a memorable quality. With online’s advantage when it comes to speed and distribution efficiency, there is a simple rule:
If it is urgent, put it online. If it is important, put it on paper.