Just like Mark Twain who wrote, “The report of my death was an exaggeration”, so too are the rumours that print is dead.
It’s no doubt attributed to the sharp drop in traditional print readership and advertising revenue caused by the rise of digital media, but print has also morphed to reach new audiences and create unrivalled opportunities.
Magazines for example have survived as niche, high-end, or collectible physical items rather than daily mass-market publications like newspapers and continue to retain loyal audiences who value the tactile, focused experience.
Consider the free monthly publications from retailers. Next time you’re at either Coles or Woolworths and see their magazine at the checkout, just remember they attract nearly eight million readers across both issues. The same goes for Bunnings with almost 1.75 million readers monthly.
According to research from Roy Morgan, 12 of the top 25 most widely read paid-for magazines increased their readership from the last year.
CEO, Michele Levine, says over 62% of Australians read magazines in print or online – including eight magazines with cross-platform audiences of over 1 million people
“The latest Roy Morgan readership survey shows over 14.4 million Australians (62.1% of Australians aged 14+) now read magazines whether in print or online and print readership is almost half the population at 10.8 million (46.5% of all Australians).”
However, you don’t have to be an ASX listed company to factor a print publication into your overall marketing efforts.
A bespoke publication can help smaller businesses by creating a tangible, high-end brand asset that deepens customer loyalty and communicates core values through custom editorial design.
Some of the benefits include:
Building connections: A print publication offers customers a physical magazine they can hold, keep, and return to, which feels more permanent than digital ads.
Showcasing your work: You can display your products, services, or portfolios with cutting-edge photography and layouts without sharing the same space with your competitors.
Establishes authority: Print positions your business as an industry expert and thought leader through curated, high-quality storytelling.
Supports online strategies: A publication acts as an offline extension of digital channels to drive deeper, more authentic audience engagement.
Print publications don’t have to be monthly or even quarterly. Sometimes an annual report or showcase of what you’ve done or will be doing is enough to hand out over a 12-month period. That in itself can equate to a lot of readers with magazines retaining value beyond the first reader. The average magazine is read by over seven people per copy.
The tactile advantage of print is also an important factor. We created a quarterly print publication for Mercedes-Benz using high-end non coated recycled paper for the bulk of the magazine, however inserted a gloss stock section in the centre to showcase a range of certified pre-owned vehicles. The gloss made the cars pop, while the bulk of the magazine projected a lux look and feel. You can’t do this with a digital product.
And if you’re wondering about cost, Zakazukha has created 48-page custom publications for luxury brands, including design, editorial, and printing for less than $20 a copy (print run 1,000) with the added bonus of being able to share the digital version. Here’s an example of a digital magazine here.
If you want your business to stand out, tell your story in a really creative way (and be the cool kid in the room when you hand out copies), then consider publishing your own magazine.
