Trends among retailers and recent research show the power of print: having a print presence matters in our digital world, especially among millennials and younger adults. For some of the same reasons that many people prefer a printed book to an e-reading experience, consumers may prefer a catalog or magazine to a website, social media or email marketing. Having a printed page in hand may help the products or messaging stand out rather than getting lost in an inbox or passed quickly by in a scroll of the screen. Additionally, the power of print can be found in the high-quality printed pieces that can show off a product’s features in a way that a screen’s color and resolution cannot. “The ROI on print can’t be underestimated,” says Tammy Tufty, Domtar’s communications manager for paper advocacy. “Companies and brands are recognizing that print is still a critical part of an omnichannel strategy and a quality customer experience.”
What is the future of print? System surveyed over 40 of our friends in the industry to hear about their professional two cents on this subject involving tradition, relevance, and sustainability.
Despite the responses scattered throughout the spectrum, there was one thing that they all seemed to agree upon: ‘print’ is more than just a tangible product. It is a noun, adjective, and a verb that embodies a massive industry consisting of editors, writers, photographers, advertisers, readers, designers, influencers, and more. It’s a membership with a list that seems to grow every day, much like the number of independent print magazines that continue to pop up across the globe.
Out of all the responses, no two are the same. Check out the full story in System No. 13 to read about the question of the future of print in relation to digital kisses, (unofficial) pecking orders, alcoholic drinks, and much, much more.
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Future of Print
‘Digital content is like beer, Coke and sparkling wine, which you drink on everyday occasions or at cocktails with a big crowd. You can have these parties often. But when you sit down for a formal and exclusive dinner with a select group of people, you want a glass of fine wine that you savour slowly. And that glass of fine wine is the print magazine.’ Angela Cheung, editor-in-chief, Vogue China
‘I am astounded by how many print magazines there are…. To be honest, I don’t really understand it…photos look better and text is easy to read on a lit screen. Why do we chop down trees and use toxic inks to create something disposable? Sorry, colourful printing on glossy paper does not make a keepsake.’ Cecilia Dean, founder, Visionaire
‘I like to use a fashion analogy: digital is ready-to-wear; print is couture.’ Nina Garcia, editor in chief, ELLE US
‘The best magazines live on coffee tables and are statements of identity when you come into someone’s home; they are held by fans walking down the street, the magazine or its tote bag, symbols of identity and belonging.’ Jefferson Hack, founder, Dazed, AnOther and NOWNESS
more at source: http://system-magazine.com/the-future-of-print/