I can only think of very few reasons to still print DMO guides.
One of them is a high quality coffee table book with amazing imagery. People will put them on display, flip through them and get inspired.
But more importantly, it will also serve as a social object. Research has shown that people’s conversations are often guided by objects in the room.
A magazine style guide will only last so long before it will be discarded. A nice hard cover coffee table book won’t get thrown out. People don’t throw away books.
And make sure you send your coffee table book to doctors, dentists and hospitals in key markets for their waiting rooms.
