In the last 10 years, we’ve all come across a media expert claiming that: “Print is dead!” Once upon a time, we may well have braced ourselves with well-prepared sentimental view to past glories about wonderful “print moments ”. But as another month has passed, our print figures have gone up and more excitingly (in recent times) digital brands are also shifting into print.
There is no doubt, digital media has changed the game, but we’re happy to shout loud and proud that “print is alive and well” and it only takes a quick scratch of the surface to see the smart “digital first ” brands are in agreement with that too.
A number of high profile digital companies, have made the jump into print media. CNET, an online tech publication, launched its quarterly magazine, this was followed by AirBnB launching Pineapple to cater to the offline experiences of the AirBnB community.
In a recent article, Waitrose claimed that “print is its most effect channel for ROI” and that it allows enables the retailer “to tell a richer story”. Highlighting the tactile nature of print to form a sensory connection with readers using creatively branded print material, in-depth features and stunning photography to encourage engagement from cover to cover.
The travel media space really showcases the power of print media and digital media. With passenger numbers set to increase by 3.8% annually, more and more people are at our fingertips in the most conducive environment.