You May Have Heard Print is Dead. Well, I’m Here to Tell You It’s Alive – and Thriving!
By Allie Kozub, Senior Editor
We live in an ever-evolving digital age. Technology is taking over in leaps and bounds, making life easier in many ways, from simplifying and streamlining work processes, to providing an endless supply of visual or audible entertainment, to making it possible to reach someone halfway around the world in a matter of seconds with nothing more than a couple of keystrokes.
In addition, technology continually changes the way we consume information, with the latest headlines and alerts grabbing our immediate attention through the push notifications most of us receive on our personal devices.
It seems as though most things are now available at our fingertips, and chances are probably good that most of us have heard the saying before; you know, the one about digital being the way of the future and there being no way print can survive. The one any writer heard countless times when telling people they were majoring in journalism and wanted a career focused on the printed word.
Everybody, say it with me: Print is dead.
These three words are loaded, and – a word to the wise – people have heard them so many times they tend to repeat them as if they’re fact instead of pausing to consider if they’re actually true.
I can guess what you’re probably thinking right now.
“I’ll bet she wrote this on a computer.”
I sure did. And, truth be told, after I’m done type-type-typing this, I’ll be e-mailing it to the editor-in-chief for review before it gets published on a website. This all goes back to my point about technology making life easier. Having said that, there’s just something special about the printed word – it’s an art form that can’t be replaced, no matter how much technology might help it get where it’s going.
Think about it. Getting bills in the mail is so mundane. But getting that handwritten letter you had no idea was on its way is surprising – and exciting. At first, it’s the thrill of the unknown. You glance at the handwritten address and study the letters to see if you can decipher who that penmanship belongs to.
When you have a good guess on the sender, you then wonder what could be inside. Then, your wonder turns into the sentiment the letter represents; the care, thoughtfulness, and determination that went into taking a simple thought and turning it into something tangible to share with the person the sender is thinking of.
When you get a letter in the mail, it means someone took the time out of their day to put pen to paper and share meaningful musings with you. It means after they were done writing, they went to the trouble of getting your address, of putting this package into the postal system, of waiting for it to make its way to you, all so you could have this interaction.
All of this stems from the spark of an idea and grows from a desire to engage with the reader. And engaging with the reader, whether it’s in the form of a letter, a novel, a newspaper article, or a magazine feature, takes time and effort. In a case like this, shorter is not sweeter. The reader recognizes and appreciates the foresight and time that went into explaining the issues and taking a balanced look at the different angles, context, and components involved in the narrative.
For those who spend the majority of their business hours staring at some sort of screen, whether it be a computer monitor, a tablet, or a phone app they use in conjunction with other tools in the workplace, they may prefer to turn the screen off when it comes time to read on the weekend, opting for something they can physically hold and immerse themselves in.
There are no “skip this ad” or “jump to the end of the article” buttons when you’re holding a physical magazine. And there’s no flagging an e-mail or setting a reminder to revisit an article when you have time (let’s face it, you’re busy and chances are good, you will never have spare time to come back to it and sift through a pile of messages to find it).
A physical magazine is substantial. It’s a thing of beauty. All of its components – the text, the imagery, the advertisements, the design – they all serve a specific and important purpose. They’re all present to work together to create one cohesive, memorable, shareable product that holds real value for the writers, the advertisers, the publisher, and the audience. When a reader is holding something hot-off-the-press (which, believe me, is a thing – and it’s exhilarating), they are present and not easily distracted. They’re willing and ready to dive into the words on those pages and consider the message that’s been so carefully crafted for them.
This is why print isn’t dead. It’s like rock ‘n’ roll; it’ll never die. There will always be a need and desire for niche publications that serve a clear communication need and help an organization expand its reach, increase its voice, and offer valuable insight. From a publishing standpoint, you don’t have to have an exorbitant print run to consider yourself successful. Would you rather print 300,000 copies of one generic magazine and have 1,000 people buy and read it or print and distribute 10,000 copies of 30 different niche magazines and know that all those who will be receiving it in the mail are excited and ready to enjoy your print publication and share what they read with a friend or colleague?
Beyond engaging and connecting with the intended target audience, physical magazines play a vital role in the growth of not only an organization but of the different businesses in the sector, being used as real-value tools at conferences and tradeshows. And, in turn, as these team members network and plan with other companies for the future of their industry, they contribute to the growth and success of the print publication.
So, yes, despite what we have likely heard time and time again, print is alive and well. In fact, it’s not just alive and well – I’d say it’s thriving. You see, print media and digital media can coexist, and they can collaborate and flex their respective strengths for continual growth across the board.
As Bob Dylan told us, “The times, they are a-changing.” And just as people need to adapt to changing times, so do companies. I’m sure you’ve all seen it at your office, on your shop floors, and in day-to-day operations. The same is true for media. Just because print isn’t dying (and yes, I’ll stand steadfast by that statement for reasons I’ve already touched on), it doesn’t mean it can’t adapt and grow with the times.
In addition to the paramount print services media companies have perfected over the years, it’s important to branch out and consider how technology opens new doors and opportunities for your publication and your overall business.
Beyond the print magazine that’s mailed out to readers and shipped to various events across North America, research how tools such as an interactive flip magazine, a monthly newsletter, or e-blast can complement your tried-and-true physical magazine. Find ways to increase your readership. Try things that will increase your reach. If you increase the ways you can engage with your audience, you increase the impact of your message.
The audience is there. The audience is listening. You just have to reach them.
Allie Kozub has been guiding clients through the magazine publication process for over a decade. She is passionate about the power of print and loves unboxing new editions of each magazine she works on. Connect with Allie via her LinkedIn page or by e-mailing akozub@matrixgroupinc.net.
