In praise of the one-off.

Print is dead. It’s been replaced by digital content, social content, liquid content, native content, paid content, endorsed content, influencer content, search content and any other NEW medium that houses content that our industry believes will make Millennials content to give up their virtual and real dollar bills. Or likes. Or shares. Or hearts. And if our content goes viral, even better.

Don’t get me wrong — I love that we get to play with a bigger box of crayons. In fact, over the past few years I’ve done more digital than traditional advertising. And, being the tech nerd I am, I’ve loved every minute of it. Which is why, when something like a single print ad comes across my desk, I love working on that even more.

Print is personal. You don’t just download a template off the World Wide Web Super Information Highway, swap out a logo and a few photos, slug in some SEO-friendly copy and then call it a day. Creating a print ad is a much more intimate experience. At least, it is for me.

It reminds me that I don’t have a job; I have a craft. It reinforces my love for a well-written headline over a tweet. And it refuels my drive to make it back into the CA print annual.

Remember when getting in CA was a big deal?

For this Sauder’s Eggs print ad, I didn’t work with a partner. I was the writer, art director and designer. But not by choice. This ad was a freebie for a client quench was hoping to woo into a long-term relationship. It had to be done quickly and on the cheap. There wasn’t even a brief. And I loved every millisecond of the assignment.

More important, the prospective client loved the ad as presented. Not a single change was recommended or made. And I’m grateful to say, Sauder’s Eggs is no longer a prospective quench client. They’re a client. In part because of a one-off print ad that ran on the back cover of a B2B pub with less than 5,000 readers.

A print ad that also happened to take Gold in the 2016 Philadelphia Addy Awards.

So now we’re auditing Sauder’s current website, monitoring their social media channels, and developing their brand strategy that’ll soon inform their content strategy.

Not too shabby for the walking dead, huh?