We sat down with Andy Johnson, head of Iridio by RRD, for a quick chat about the company’s latest research report, focusing on marketing trends. He shared some insights and takeaways for printers. What were the biggest trends that emerged from the report? T The biggest trend emerging from Iridio’s report is the flight to efficiency driven by economic uncertainty. With 56% of marketers citing volatility as their top source of uncertainty, we are seeing a decisive shift toward measurable, high-return channels. Budgets are increasing for digital tactics, such as online video (59%), websites (57%) and paid social (56%). AI has also moved from experimental to essential. AI and machine learning is now the top technology investment (55%), with marketers using it specifically to scale personalization and predictive analytics. Were there any surprises? If so, what were they? One surprise is the trust paradox facing AI. While AI is the number one tech investment for 2026, marketers still view it as a threat to consumer trust. The data found that 53% of marketers cite human interaction replacement and AI deception as top threats.

As we prepare for the Holiday season and consider last-minute changes to our media spend, it’s essential to ask: Can print media be a digital champion? Overwhelmingly, the data tells us YES. Print campaigns are often perceived as more credible and trustworthy than digital ads. This trust translates into a stronger brand presence and higher engagement when audiences encounter the brand online. Print media also has a lasting presence; customers and prospects may keep the printed piece for weeks, providing ongoing brand exposure and serving as a reminder that drives people to engage with the brand digitally. Moreover, shoppers tend to spend more time with print media compared to digital ads, which are often skimmed or skipped. This higher engagement can lead to better recall and a stronger inclination to explore the brand online. Just think of our own shopping experiences around digital ad fatigue. Digital and Meta channels are saturated with ads, leading to ad fatigue. Print campaigns faces less competition, allowing your message to stand out and capture attention more effectively.

Catalogs have changed. For the better. They’re no longer intended to be your entire store in the mail. They’re not just a transactional tool anymore. They’re more than that. Consumers expect them to be more than that. Today, catalogs should do three things: disrupt, delight and drive people to action. This new blog series we’re calling “Disruptive Catalogs” focuses on the first of these three points. We’ll feature a series of articles that explain how your catalog can be disruptive in the mail, and in the hands of your customers. I’ll begin the conversation with some thoughts on how to properly and effectively showcase your brand on the pages of your catalog. Because as we know, everything starts and ends there—with your unique story. The thing that makes you special. https://www.jschmid.com/blog/disruptive-catalogs-part-1/