Proof of the power of print magazines

Despite what you may think in this digital world, the art of the print magazine is thriving, with many people appreciating what a strong print offering can do for audiences and brands alike. Digital options can certainly be impressive but we, and many of our clients, know there is nothing like the dignity, authority and longevity that only print can offer when it comes to reaching people and ensuring their engagement with – and loyalty to – a brand. Whether you are looking to focus solely on print, advertise your premium brand in a print product or want to add print into your digital mix alongside web and social content, then recent research shows that print is an excellent investment.

What you need to know about print

FIPP’s new report on The Power of Print, puts hard numbers to what we’ve been seeing every day. A global review of their members found that:

• 77% agreed that “Print products have a lasting place in our product portfolio”.
• 81% of publishers agreed that “Our end users/readers still want print products”.

These numbers are reinforced by insights from Worldmetrics’ Magazine Readership Statistics, which show that:

• Print magazines are the most trusted source of information for affluent consumers.
• 85% of magazine readers use them as a source of inspiration.
• The average magazine is read by 3.6 people over the course of its lifetime.

Similarly, British Print has demonstrated that print can be a fantastic investment too:

• Advertising in newspapers and magazines generates £2.43 for every £1 spent over three years – a huge return on investment.
• 81% of people have bought an item or visited a place after reading about it in a magazine – supporting what Worldmetrics found about sources of inspiration and trust.
• Luxury magazine readers are 45% more likely to buy luxury goods – making print an unusually attractive choice for prestigious brands.

And research from Two Sides explains that: “The latest PwC Media & Entertainment Outlook 2022-2026 report shows that print accounts for around 80% of consumer magazine revenues globally, a figure that’s projected to decline by just 5% by 2026.” One of the reasons for this resilience is that premium brands recognise the value of spending advertising budget in print. As Sam Upton at Two Sides points out: “While social media provides a fleeting glimpse of a brand or product, magazines deliver a much more immersive experience, with adverts created especially to engage with specific magazine audiences.” In an interview with Campaign, Andrew Davies, Media Planning Manager of OMD UK, explained: “Magazines can target very specific and engaged audiences, which in turn can enhance a brand’s credibility. We know that readers are invested in the magazines they read and often spend a significant time reading with no other distractions. We’ve seen magazine campaigns deliver over 13-times ROI for our clients.”

Why today’s audiences love print

The most crucial part of all this is why people love print. We think it goes right back to first principles and the reader’s experience of print itself because, just like it always has, print offers so much more than is contained between the front and back covers.

Two statistics can explain so much. Worldmetrics also found that people who sit down with a magazine spend an average of 41 minutes with it at a time and that 83% of magazine readers say they help them relax and unwind. People taking a significant amount of time out of their day to devote their attention to a magazine also means stepping away from all of the many distractions that life brings to spend it on something they choose to care about, which is why emotional connections to print can be so surprisingly strong.

Stephanie Crowe, Head of Brand Marketing at Draper’s Independent Department Store of the Year Jarrolds, understands the importance of print for her brand’s discerning audience: “We know from anecdotal evidence that our existing Loyalty Club customers really appreciate the additional special offers and complementary lifestyle content that the Jarrolds magazine provides, augmenting their experience with our brand.”

An example of Jarrolds magazine layouts

Alexander Marakovits, Public Relations Manager at luxury Badrutt’s Palace Hotel in St. Moritz agrees that print elevates a brand: “In this day and age, when so much happens online or via social media, a print magazine is something that needs to stand out from the usual channels and provide the opportunity to cover subjects in more depth.”

Advertising matters

We also know that advertising in print is highly effective. Digital banners and pop-ups are so intrusive, ineffective – and in many cases blocked by users – that print advertising can prove highly effective at reaching an engaged audience. Research from the News Media Alliance in the US outlines that, “nearly nine in ten (87%) American adults engaged with magazine media in recent months and span all ages and many races and ethnicities. These trends have been stable over the last four years, indicating a strong and loyal magazine audience.” Those surveyed claimed that print advertising is incredibly effective with “nearly eight in 10 (78%) magazine readers who see an ad in their magazine [taking] an action as a result.”

Reaching new audiences

It is not just more traditional consumers who read print magazines, and the News Media Alliance research also concludes that print magazines can reach an engaged audience of young and diverse consumers, with 89% of 18-24-year-olds having read a print magazine in the last six months.

In this article by MediaMax, the author points out that “Millennials and Gen Z are turning towards print media for various reasons, including a desire for credible, well-researched content in an era of digital misinformation. The tactile experience of print, combined with a sense of nostalgia and a break from screen fatigue, contributes to its appeal among these younger demographics.”

It is this tactility and trust that is so important with print. The smell of print, the feel of the pages, all make reading a magazine a pleasurable event – something recognised by our client TechSkills, who wanted a print magazine to reach tech leaders, students and educators. Despite being a cutting edge, digital tech not-for-profit, TechSkills understood the need to make an impact with its newly launched print magazine TechSkills Journal, bringing gravitas to the varied subject matter, which focused on innovation, AI and training in the digital sphere. The magazine had the ‘thud-factor’ as it hit doormats, making it stand out in an oversaturated digital world, yet purposefully appealed to younger audiences through design and subject matter to engage with future tech leaders.

To match the forward-thinking nature of TechSkills Journal, designers used AI-generated imagery alongside commissioned photography and illustration, with breathtaking results.

Dialogue can bring print to life for you

If you want to avoid plunging into the digital noise, print is an excellent way to ensure customers give you their full attention. It still takes a touch of both art and science to get print right, but it’s absolutely worth putting the time and effort in because it can be such a powerful, flexible and useful tool – as we mention in this blog.

Dialogue has been championing print magazine design and distribution for more than 30 years. We deliver award-winning magazines for brands and their customers across a range of sectors from luxury, automotive and hospitality to membership. Find out more about how print can transform your marketing strategy, or talk to us today.

Resources:

The Power of Print report - FIPP

Insights on magazine readership statistics - Worldmetrics

Print can be a fantastic investment - British Print

Print accounts for around 80% of consumer magazine revenues globally - Two Sides

87% American adults engaged with magazine media in recent months - News Media Alliance

Millennials and Gen Z are turning towards print media - MediaMax