Some people think that Print Media is kind of obsolete in this digital age. On the contrary! That’s why I know you’ll find this true story, which involves the Arctic Ocean (of all places), eye-opening.

The story starts with my nephew Ian concluding his epic fundraising bike ride from Key West, Florida, to Prudhoe Bay, Alaska. Before heading home, Ian had one last goal on his list: to see and jump into the frigid Arctic Ocean. He had just biked over 6,500 miles, overcoming many obstacles, including extreme heat and cold, fierce winds, and rough mountain roads. He didn’t want to leave without achieving his final goal, which is a right-of-passage for extreme bikers like him.

However, when he arrived at the shore and asked to pass through, the security guard said no.

Reason: The land is owned by an oil company, and Ian needed security clearance in order to access it. With only one day in town, it seemed impossible.

Give up? Not Ian; he had something in his pocket that proved to be invaluable: a PRINTED business card.

I had designed it expressly for his journey, to help Ian introduce himself properly, easily start conversations, and encourage fundraising. So when the guard wouldn’t let him pass, Ian simply handed him his business card, in case there was a change of mind.

Just a few hours later, it happened: the head of security was reaching out to him.

Wow. Because of this business card, Ian was no longer just someone asking for a favor. He was a respectable young man, with a time-honored, tangible representation of his identity and his goals. Because of this card, the gates were opened. Ian got quick clearance and got to see and jump into the frigid Arctic Ocean, just as he had hoped.

Word to Wise Marketers: Print media has what digital can’t match: real physical presence that consumers continue to respect and trust. What’s more, print has staying power. When you hand someone a business card or brochure, or when you mail a postcard or letter, it’s something people can read and refer to whenever they want. With digital, you see an ad or read an email and then – like a fly-by-night operation – it’s gone. Reason enough to balance digital with plenty of print on your promotion schedule!