As great as the Web is for housing information, the Web does not have the power to show up in people's mail boxes or be handed to prospective students at a college fair.
Enter the print publication.
In the past, print publications were the source of all information. Now they merely point the way. Like the quirky sign-twirler on the street corner trying to get you to visit the nearby pizza parlor, print publications reach out to grab the attention of those who don't normally walk by the storefront.
One thing to keep in mind about sign twirlers: their signs are lightweight and their messages are short. Printed materials should be similar. Think postcard instead of tri-fold brochure, eight-page pamphlet instead of investment prospectus.
Also remember the reasons why the Web overtook print as the dominant information medium. As soon as something is printed, it cannot be altered. It also requires physical storage space, requires money to ship and is always prone to typos with even the best proofreaders.
For ideas on creating successful print publications, view our sample work.