Why Print is the Place to Be

First Published in the May/June issue of Print Monthly, on pages 29 & 30:

In this Fresh Perspective, we hear from Joe Moon, marketing and social media executive at CFH Docmail, about his introduction to the print industry and his perception when entering it

One thing I’ve found slightly baffling since moving from agency life to a more hands-on content marketing position at CFH, just outside Bath, is how to explain what I actually do – at least in a way that makes sense to anyone outside the industry.

It probably doesn’t help that my first introduction to the role came from a recruiter who described CFH as a company that “sends text messages and letters for hospitals and stuff.” Not exactly the most compelling pitch. In hindsight, that was his attempt at describing hybrid mail - although in the simplest possible terms.

It didn’t exactly sell the role. If anything, it made it sound quite simple, maybe even a bit dated. But looking back, that probably reflects how print is often perceived from the outside.

So what does cfh actually do?

CFH help organisations communicate with their customers at scale, and across multiple channels. That might mean printing and posting millions of letters, sending secure digital messages, or enabling teams to send mail straight from their desktop through hybrid mail.

A lot of what we handle is critical, often time-sensitive communication – things like appointment letters, billing, reminders, and official notices – where accuracy, security, and reliability really matter. But it’s not just about sending messages. It’s about making sure the right message reaches the right person, in the right format, at the right time – be it print, post, or digital.

Behind the scenes, there’s a lot more going on than you might expect, from data handling, workflow design, and automation, to logic-driven communication that adapts to different audiences and needs. In simple terms, we take something that sounds straightforward – “sending letters and messages” – and turn it into something much more considered and effective.

It’s only once you’re closer to it that you start to understand the scale, the variation, and the importance of what’s going on behind the scenes.

Prior to that memorable interaction with a recruiter, my background wasn’t in print at all. I graduated from university with a degree in English Language & Writing, spent time working in a marketing agency and filled my spare time writing about football for local publications and websites. Print wasn’t something I had particularly considered, until the role appeared out of nowhere following a house move.

On that note, one of the more striking things about working at CFH is how embedded the organisation still is in the local community. As one of the largest employers in Radstock and the surrounding area of Midsomer Norton, there’s a real sense that everyone knows each other, or at least knows someone who knows someone who works here. It gives the place a familiarity that you don’t always expect from a business of this size and scale.

tackling the stereotypes of print

Coming from an agency background, I was used to fast-moving campaigns and digital-first thinking but print offers something slightly different. There’s a challenge in communicating something people think they already understand, often as an out dated medium, and showing just how varied and relevant it still is.

For a format that’s been around since the sixth century (or so Wikipedia tells me…) it’s surprising how many fresh and creative ways there still are to make print feel engaging. No two projects are quite the same, and that variety across sectors, audiences, and use cases keeps things interesting in a way I hadn’t anticipated.

My role is a varied one, and it benefits from being part of a marketing team where everyone has come into the industry in their own way. That range of experience brings a different perspective to everything we do. For example, our group head of marketing, Greg Holt, has a background in the health industry – an area we’re heavily involved in, supporting practices, Trusts, and ICBs, so that added context is often really valuable.

At the same time, others in the team, like our graphic designer Samantha Davies, have spent most of their careers at CFH, witnessing how processes and the industry have evolved, which is equally valuable. They’re in a unique position to say: “We’ve tried this before and it didn’t work, here’s what we could do differently based on that experience.”

Talking to clients has definitely challenged some of my assumptions about print too. I expected it to feel more like a legacy channel, but instead it feels incredibly present – used in lots of different ways across different sectors. One example that’s stuck with me is speaking to the team at a UK-based charity we work with, focused on reducing loneliness among older people through social activities and community support.

A large portion of their audience prefers printed formats, whether due to limited digital access or concerns around online scams. In that context, print plays a really practical role. Something as simple as branding closed-face envelopes with the charity logo can make a meaningful difference, helping recipients recognise that a communication is genuine and not some thing to be wary of.

Seeing the different avenues CFH operates in, and the many ways clients make use of printed communications, has been a real eye-opener, from NHS screening kits to university information packs, poll cards, and postcards. What’s stood out to me most is just how adaptable print is. It’s often thought of as something simple, but in reality it’s used in so many different ways, cross so many industries, each with its own purpose and audience.

Print is often framed as something traditional, but the more I’ve seen of it, the more flexible it feels. It adapts across sectors, taking on different roles depending on the audience, the message, and what’s trying to be achieved. Doom scrolling has shortened attention spans, but it’s also made meaningful, physical communication feel more impactful.

Print remains one of the most reliable and effective channels, but it's also far more adaptable and relevant than it's often given credit for. For a space I never planned to work in, it's turned out to be full of variety, creativity, and opportunity - and one that feels like the right place to be.

You can read the full issue of Print Monthly Magazine, here.