In this guest post, head of content at Storyation, Lauren Quaintance, reckons if print is dead, someone forgot to tell brands.
There’s a certain inevitability about the death of print. We’ve all heard about how the financial model that has underpinned the print media since the time of Gutenberg is no more.
Just as important, though, has been the obliteration of attention. We live in a time where digital distraction is normal, where we pay “continuous partial attention” to a unending stream of content and almost a quarter of us spend more time on our smartphones than talking to our partner or friends. (How depressing.)
And yet, as far as brands are concerned, print is far from dead. And we’re not just talking about any brands; we’re talking about global digital brands such as Uber, Net-a-Porter and Airbnb all launching actual physical magazines in the last couple of years.
In the case of Airbnb it was a one-off magazine memorably named Pineapple but they are reported to be in talks with publisher Hearst about an ongoing magazine project.
Closer to home the venerable department store David Jones has announced that it too is launching a quarterly glossy magazine at a time when you might think it would be more focused on its digital strategy.
The question is: why? When I worked in magazines at Fairfax and Bauer we talked a lot about the time readers spent with our titles. They read a magazine on the couch on a lazy Saturday afternoon or took it in the bath with them.
They were immersed and their attention was total. It’s true that in an age of digital distraction time spent with magazines is dropping, but it’s still phenomenal. One recent study found half of magazine readers spent at least 30 minutes with their publication of choice (and when delivered the same material in a digital package the amount of time spent dropped dramatically.)
Compare that to the average time spent per visit to a media website of around two to three minutes and you’ll understand why marketers have latched onto magazines in the pitched battle for attention in 2016.
Done well, a magazine can capture the essence of a brand and measurably drive sales. When Porter, the print magazine from online fashion retailer Net-A-Porter launched in 2014, it was pitched as the first “truly global shoppable print magazine” and has built a circulation that rivals Vogue despite costing US$4 more an issue. So, is print is dead? Perhaps not quite yet.
Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]
Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]
Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]
Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]
Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign. “We thought it would be fun to see some other iconic Australian brands back […]
Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]
Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]