Brands Get Reinvigorated By Print

A number of iconic magazines, catalogues and even local newspapers are reviving their print versions to reach their audiences in more relevant and exciting ways. Whether it’s global fashion titles, luxury retail catalogues or community-driven newspapers, people are rediscovering the power of print to make a deep connection with people.

Elle Magazine
Four years after it was last printed, the global fashion media brand has made a return to print in Australia, following a resurgence in print magazine sales and associated advertising revenue. Jane Huxley, CEO of the title’s publisher, Are Media, says there are two main factors behind the move: the enduring brand strength magazines have during tough economic times and a consumer reaction to “the digital deluge”.

“People are reacting to that deluge of digital content by sitting back and saying, ‘Hey, I just want it curated for me,” she said. “I just want somebody to do the work in helping me to understand what it is that’s relevant, contextual and real’. The luxury contingent love print. They also love to reach our audiences across our digital sites and social, but they love a thick glossy page more than anybody else.”

NME Magazine
After halting its print version five years ago in favour of an online-only approach, legendary music publication, the NME has returned to print. Over the summer, the multi-platform brand started producing bi-monthly print editions to showcase its top class journalism to cement its status as the world’s top music and pop culture destination.

“Print has always been a cornerstone of the NME brand and we are thrilled to announce the return of an icon,” said NME Networks’ Chief Operating & Commercial Officer of NME Networks Holly Bishop. “Our new global magazine will curate the very best of NME; championing emerging artists and bands and serving as the definitive voice in pop culture.”

Neiman Marcus Catalogue
Following the news that Boden has admitted that reducing the scale of their catalogue contributed to a downturn in the company’s fortunes and that they would bring back the widely loved publication, a number of other retail brands are rethinking their attitude to catalogues. In the US, retailers such as Neiman Marcus and Nordstrom are boosting their investment in the physical sales tool.

While Nordstrom are increasing the amount of catalogues they produce and distribute, Neiman Marcus is actually producing three versions of its catalogue, including a hard-cover book for its top tier shoppers and a deluxe soft-cover edition for its middle tier. “While digital channels can be effective, they are all on a screen, ”Stefanie Cortes, Director of Strategic Analysis and Business Development for RRD told Retail Insider. “Print is the one thing that sets them apart. While marketers have to find the omnichannel combination that gives them the right balance, print remains this unique and interesting vehicle to connect with consumers.”

Local Newspapers
Print is also making a return at a local level, with publishers and readers rediscovering its ability to forge solid bonds with local communities and feature content that’s highly relevant to its readership. One example is the Barnet Post, which will be returning in print from December. Having gone online in March 2022, the publishers found that this digital-only approach limited their readership and impact, so decided to print and distribute 15,000 free copies every month in supermarkets and community venues across the borough.

In an open letter to the newspaper’s readers, Editor David Floyd said: “We believe that local news is vitally important to democracy, giving you the information you need to understand what the council and other public agencies are doing – and to engage with the democratic process. We also believe that local news publications play a vital role in helping you understand what’s going on in the local area – and in amplifying the voices of those who would otherwise not be heard.”

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