Amid the AI boom, digitalization, and growing media diversity, one key question arises: How can communication still succeed in capturing attention? This presentation explains why not every technical innovation is automatically effective and why it comes down to the smart integration of channels. Different media are used depending on the need and situation—and this is precisely where print can play to its particular strengths: It captures attention, increases awareness, and, when used in conjunction with digital media, has a particularly lasting impact.