Brits Say Bring on the Print


With tons of free content is available 24/7, it is encouraging to see that the appetite for high quality, original and inspiring content remains strong.

Free content is available anytime, anywhere on any topic under the sun. So why, asks Magnetic’s Sue Todd in Campaign, are 75% of UK adults still reading magazines every month?

For Todd, it comes down to the experience.

“We know that when it comes to media experiences, which command people’s full and undivided attention, there are few left that enable such an immersive and deeply pleasurable moment as that offered by magazine media,” Todd writes.

“And when it comes to understanding what this means for advertisers, research from the likes of Adobe concludes time and time again that magazine brands are the most welcoming and receptive environments for messages,” she continues. “In an age when it seems cutting through the clutter is more difficult and ad avoidance is high, the value for brands of media experiences where minds are open and positive shouldn’t be underestimated.”

(The British aren’t alone in feeling this way; US consumers also are saying it’s all about the experience, with demand for print staying higher than expected. And let’s not forget the scientific data on paper versus screen reading.)

Todd gives some great examples of the kind of immersion that readers – and advertisers – can’t resist.

“The August issue of Harper’s Bazaar features the new Samsung Galaxy S6 edge on its front cover, showcasing the fusion of fashion and technology,” she notes. “Now magazine created an ‘unzippable cover’ to promote Warner Bros. film Magic Mike XXL, with readers tearing off a strip to reveal a secret special edition cover and 16 pages of exclusive content. Grazia’s team worked with Office to create the first ever ‘shoespaper’, and recently Vogue teamed up with Bonpoint to launch Mini Vogue, an online portal to meet the demand for childrenswear content.”

Todd speaks of the “increasing confidence” in the industry regarding new business initiatives, and the growing number of non-media brands launching print titles while still growing their digital presence.

“All these factors point to the vitality, diversity and confidence in a sector that recognises and values the power that print and digital both play,” Todd notes.

We like the sounds of that.