The big digital boom once had traditional media – including print – quaking in its boots. While it’s true that many magazines like Glamour, FHM, or Loaded have opted to go digital, others – like Forbes – have achieved their highest readership statistics over the past few years, with this magazine, in particular, boasting a six million-plus readership.
What has changed, above all, is content. If in the past, gossip magazines were the only source of information on celebrities and the glamorous lifestyle, these days, blogs and vlogs are updated far more quickly, and print, therefore, loses out when it comes to the quality of immediacy. Of course, gossip isn’t everything.
Readers after in-depth, well researched, quality content, on the other hand, is willing to spend a few dollars on top publications – especially those providing interviews with leaders in their areas of interest.
Serious Times Require Serious Content
Big world events and issues such as Brexit, terrorist attacks, and climate change call for deeper analysis – the kind you cannot find in a quick opinion post. As such, print publications boasting seasoned, experienced professionals who specialize in areas like politics, science, or technology, gain a prestige, owing to the trustworthiness of their content creators.
Online information is a useful source of breaking news, but commentary, predictions, and research-based facts require a time investment that the immediacy of the Internet sometimes cannot afford.
Beyond The Media: Business In Print
The success of online media sources has had a big effect on print, with upcoming bloggers and influencers revealing the extent to which those who specialize in one field, can attract huge audiences. These days, businesses are relying on print not only for direct mail advertisement but also to stand out against their competition. Thus, real estate agencies are publishing magazines with seasonal market reports and imagery of some of the top houses on their agenda.
Luxury resorts are printing lifestyle content that is left in the rooms of every room in the hotel. Legal firms are printing small reports on changes to laws that affect their target market. Don’t think they are targeting older users, either. With statistics showing that 71% of millennials look through direct mail, and research indicating that 90% of Americans continue to read print magazines, printing your own publication can be seen as both a gift to loyal clients and a way to assert your authority in your industry.
You don’t need to spend the morning at the post office to send your publication to target clients either. Many companies simply buy stamps online with OnlineStamp, thus making the process quicker and more practical.
Fulfilling Niche Markets
Publications who are surviving the digital onslaught are those who have managed to tap into a niche – whether the publishers are members of the media or savvy businesses wishing to stay ahead of the game. Some printed publications certainly favor the detail and slow reading time required by complex subjects – take the areas of law, politics or art, for example.
To survive these days, however, publications need to go beyond good content. In the era of Instagram and so many media vying for a reader’s attention, they also need to be visually impactful. Thus, professionally taken, high-resolution photography is vital.
Although print has undoubtedly been hit hard by online content, it still definitely has its market. The nature of the game has changed, with celebrity content losing out to niche, professional content, often written by those with experience-based or insider knowledge.
If you are a business, print marketing can also serve as a way to build your brand and show your loyalty to customers. Just provide them with the type of content they won’t be able to find online in a jiffy, and your publication will probably sell (or fly) like hotcakes.