Audiences are surrounded by digital marketing — but what do they actually notice, trust, and act on?
Over the last two years, we’ve been researching how people really discover and decide to attend arts, culture and leisure experiences. The result is The Power of Print (and Digital): a short, research-led report combining UK audience surveys with wider industry evidence.
It shows that print remains highly trusted and effective — especially when it works alongside digital — often prompting people to go online, book tickets and plan visits.
You can access the full report and detailed research or download a short summary.
The findings show that printed leaflets and brochures remain a powerful trigger for engagement, often prompting audiences to go online, book tickets or plan future visits.
Among the key findings:
- Over half of respondents said receiving a leaflet made them more likely to visit or attend in future.
- 76% of people hold onto print after the initial period, with 55% of people retaining printed leaflets for future reference and action.
- Home-delivered leaflets result in a 13% conversion rate on ticket purchases.
- Around 1 in 5 people who seek out display leaflets buy as a direct consequence.
- Good design significantly increased trust, recall and likelihood to act with 45% of people credit high quality design with their purchasing decision.
- 53% of purchases driven by mail are completed online, demonstrating the way that print and digital interact, and highlighting the importance of the two working together.
The research also addresses sustainability concerns around print, highlighting the high recycling rates of paper in Europe, the growth of responsibly managed forests, and the often-overlooked environmental footprint of digital channels, including data centres and e-waste.
Julia Moir Jones of Culture Calling said:
“This isn’t about arguing against digital. Far from it. What our research shows is that print and digital work best together. Print sparks discovery and trust; digital delivers speed and transaction. For arts organisations trying to cut through noise, that combination is incredibly powerful.”
The publication is aimed at arts, culture, leisure and visitor organisations re-examining how they connect with audiences in an increasingly crowded digital environment. It is being supported by a wider campaign including short films, blogs, social content and a limited print mail-out, putting the message into practice.
The Power of Print (and Digital) is available as a free download, with printed copies available if you contact Colin below.
Short version – https://www.culturecalling.co.uk/wp-content/uploads/2026/01/ThePowerOfPrintV1.pdf
Full report – https://www.culturecalling.co.uk/the-power-of-print/