itor From the Editor From the Editor From the Editor From the Editor From the Ed
Ink vs. Pixels. Are you connecting?
I’ ve heard all the predictions, read all the death notices, been warned all about the future.
Everything will soon be digital. Print is dead. And AI is going to replace writers, designers and musicians.
Yes, computers and screens are ubiquitous. I spend far too much time gazing into computer screens large and small. So I jump at the chance to pick up a real book, newspaper or magazine. And I’ m not the only one. Readers purchased more print books in 2024 than in 2023.
Okay, that is just 1 % growth, but it’ s better than a drop.( Personally, I rediscovered my local library and it’ s amazing, though I do still buy books occasionally.)
GLENN HANSEN
The news is not so good for printed newspapers and magazines. There are many reasons for that and most of them are not about readers choosing pixels over ink on paper.
Let the reader decider In this issue, I planned on doing a story about early-season advertising for dealers and landscape pros. As I got into it, the story shifted into one about direct mail. Yes, double the old school fun – we’ re talking paper and postage stamps.
People I spoke with made it clear, when considering how to reach their target market, both landscapers and equipment dealers said print can work. It can work. And it depends on the reader, what they prefer and respond to. Check that story starting on page 27.
I was a longtime newspaper subscriber; for a few years I had two papers delivered to my house every morning. I cancelled one because I couldn’ t read two papers each morning. Then when I was assigned a new local paper delivery person who was definitely not a morning person, my morning paper showed up around 10 am and sometimes it was the wrong paper. I couldn’ t take it anymore.
I’ m now accustomed to reading the morning news on my phone over breakfast. It’ s delivered early, consistently. It costs a lot less. And it never gets rained on. I didn’ t choose pixels over ink. I chose delivery that worked for me.
What do you prefer? Communication decisions are not just about digital today. You need to consider what can be delivered efficiently and at the right time and place. At OPE +, we still do it all, like a few of my other favorite storytelling orgs. We print and mail a few thousand of each issue. We post stories on our website. We assemble a weekly newsletter and deliver to your inbox, plus I started posting weekly news on LinkedIn. We have a podcast and will probably add a video series soon.
I could ask you, right here, which you prefer. And you’ re welcome to tell me – ghansen @ epgacceleration. com – but I know this is going to print people. So I will ask in different places too. How do you prefer to read OPE +? Where and when? It’ s not about the method; it’ s about the delivery. Is your communication connecting?
OPE BUSINESS STAFF Sr. Vice President / Sales Content Director
Associate Publisher / Editorial Brand Director
Art Director
David Voll Glenn Hansen
John Kmitta Lindsay Zigan
ACCOUNT REPRESENTATIVES Edwin Rosario Marketing & Engagement Sales Executive Phone:( 763) 383-4495 erosario @ epgacceleration. com
Roberto Almenar Sales Executive Phone:( 763) 383-4494 ralmenar @ epgacceleration. com
AD MATERIAL & QUESTIONS ads @ epgacceleration. com
DIRECT MAIL LIST SALES Kris Grauer NPS Media Group kgrauer @ npsmediagroup. com( 203) 822-7933
REPRINT SERVICE For more information on e-prints or reprints from OPE Plus, visit epgbrandacceleration. com / marketingservices and contact us today or email us at info @ epgacceleration. com
EDITORIAL OFFICES EPG Media & Specialty Information 7760 France Avenue South, Suite 810 Bloomington, MN 55435 Phone:( 763) 383-4400
CIRCULATION For subscription inquiries and customer service questions, please call 763-383-4492 or email customerservice @ epgacceleration. com
Publisher’ s Notice: We assume no responsibility for the validity of advertising claims in connection with items appearing in OPE Plus. Commercial product names are used for the convenience of the reader. Mention of a commercial product does not imply endorsement by OPE Plus or EPG Brand Acceleration, or preference over similar products not mentioned.
BRAND ACCELERATION
4 OPE + April 2025 www. OPE-Plus. com