Retailers and brands are finding new value in an “old” medium. Kayleigh Barber has an interesting look at the value of print in Folio. Magazines cast a wider net for new audience and build deeper relationships with their readers, she writes.
Brands such as Callaway and Airbnb have recently launched print publications to enage their consumers on a new platform. Reasons for their suucess include data that shows readers still enjoy reading in print, and a “scarcity of competition” for such readers as most brands continue to focus their efforts online.
“The other reason he sees for this trend is the fact that consumers trust print more than content published on digital platforms, Barber writes. “With all the fake news going on, consumers believe that if a company invests in the printed word it’s more valuable,” says Joe Pulizzi, founder of the Content Marketing Institute.” Whether it’s true or not, that’s the perception.””
Barber also cites Scott McDonald, president of NOMOS Research and author of a 2015 white paper for the MPA—The Association of Magazine Media titled “What Can Neuroscience Tell Us About Why Print Magazine Advertising Works?”
This is a good read for those who wish to understand more about how print can add value to any marketing campaign. Read the full story to learn more, including how REI recently changed their catalog into a magazine called Uncommon Path.