Screens are part of nearly every moment of the day, from the morning news to the last scroll before bed. With so much attention flowing to digital channels, it’s easy to assume print has lost its edge. The research says otherwise. When it comes to holding attention, sparking emotion, and staying in memory, print still outperforms the screen. Here’s why, and what it means for your next direct mail campaign.

Artificial intelligence has made marketing content faster and cheaper to produce than ever. Emails, social posts, and blog articles that once took a team days can now be generated in minutes. For marketers, that sounds like a win. The reality is more complicated. As more brands lean on the same tools, more of what they publish sounds the same, and audiences have learned to tune it out. At Franklin, we see that as a clear signal: the brands that win attention will be the ones that feel genuinely personal.