It was announced last week that Newsweek, which moved to online-only publication last year, will return to releasing printed copies. The magazine is set to release a 64-page weekly edition in January or February, and plans to move towards a subscription-based model. Newsweek’s editor in chief Jim Impoco says “We see it as a premium product, a boutique product.” Impoco’s statement, and the magazine’s return to print support many of the predictions made about print’s future— that print is a statement of luxury and legacy, and that the look, feel, smell, and weight of paper contribute enormously to the impression of a publication.
The Advantages of Print:
Newsweek’s move back to print is a reminder of the positive print attributes that often get taken for granted. So, though print is often successfully used in tandem with the digital, it’s nearly impossible to altogether replace. Here are a few reasons why it’s well loved:
- It’s Tangible— Print is physical- it’s doesn’t disappear when you’re done reading it. Well-designed business cards show print’s tactile strengths in action. Many of these 40 Best Business Cards of 2013 rely on the sensation of paper for full effect.
- It’s Engaging— Forbes shares that consumers are more engaged when reading printed material, whereas websites are often quickly skimmed.
- It’s cheaper than ever before— Thanks to digital printing, print costs are down, and speed of printing is up. The output capabilities are continually getting better.
- It offers a fuller brand experience— Print opens up a wide array of options for representing your company and brand, from postcards and brochures, to magazine advertisements. Paper, ink, and type varieties present ways to share a sense of luxury and legitimacy.
A Bright Future:
Allison Schiff, Senior Digital Strategist for Direct Marketing News cited this year that the commercial print industry is predicted to grow 2-3% over the next three years, reaching an estimated $87 billion by 2016. Meanwhile, companies are presented with numerous options for integrating print and digital together. As Schiff writes, “Print and digital, when used together, create a potent mix; a sort of delicious symbiotic cocktail that spreads awareness while giving customers the chance to state their preferences. Smart marketers give their customers an opportunity to learn about their brand or business through whatever channel the latter’s most comfortable with.”
All of these sources come to the same conclusion: no one should disregard the benefits of print.
Read More From Our Sources:
The New York Times | Newsweek Plans Return To Print
Direct Line Blog | Look! It’s Alive, It’s Moving! It’s Print
Columbia Journalism Review | Print, It’s Alive!
Forbes | Print is Dead? Not so Fast.
Blog of Francesco Mugnai | The 40 Best Business Cards of 2013