This Statement is Accurate, and it is Inaccurate

Here's the link for all of you who love print and think #printisback, which most obviously ... is ... not ... back.

https://www.paperage.com/2024news/11-21-2024afpa-printing-writing-paper-report.html

Back out the impact of the election, and what do the numbers look like? You already know the answer.

#printisnotback

P.S. Ask yourself why the author of the article did two things to tell you that #printisback.

1. Why did the author not send this to you via print, if print is so viable?
2. Why is the author forcing you to PAY for access to the information? If print is so valuable, wouldn't you want every human being to know about it? Why demand that people PAY for it?

P.P.S.:  Some of you are going to argue that you perform matchbacks that prove that #printisback. My condolences to you. There is nothing in marketing more misleading than a matchback analysis among housefile customers. Nothing. It's completely corrupt. It's a confection of vendors in the print industry who want you to think that EVERY order generated by customers is linked to customers who received print. Look at your mail/holdout results, project those findings, then compare to your housefile matchback results. You'll find that you are overstating the impact of #printisback by between 100% and 500%. Yes, that much. You've been lied to that much. Ask yourself why you've been lied to, ok?