If we had a nickel for every time we heard someone say print is dead, well … we wouldn’t be rich, but we wouldn’t need to write this post either. Despite what you may have heard, print publications aren’t down for the count. What’s more, the entry of digital magazines into the custom content space has opened a new opportunity to connect.
Custom print on the rise
Not convinced that people still care about print publications? Custom print magazines are used by 36 percent of marketers, according to the 2016 “B2B Content Marketing Benchmarks, Budgets and Trends—North America” study conducted by Content Marketing Institute (CMI). That’s an increase of five percent from the 2013 study. Meanwhile, digital publications have experienced a similar increase according to CMI—29 percent reported using them in 2016, up from 25 percent in 2013.
Want more? Well it isn’t simply established businesses such as John Deere (they’ve had a custom magazine, the Furrow, since the end of the 19th century) or the more commonly thought of in-flight magazines that are utilizing custom publications. The latest crop of buzzy businesses are also jumping on the print bandwagon. Uber has a custom publication, Momentum, for their drivers, while Airbnb has created their own print piece, Pineapple. Its stated purpose is “to capture the adventure and bring the people, places and communities of these cities to life.”
Why pick print
Maybe this still hasn’t swayed you that there is value in a custom print publication for your business. Well, we’ve got some more reasons why you should consider exploring the idea of a branded magazine.
- Stand Out—A magazine allows you to set yourself apart from the crowd, rising above all that digital noise on the web and branding yourself as a thought leader. Bold move if we do say so ourselves.
- Create Loyalty—You want to be one of the cool kids, you know you do. All of us have that inner 13-year-old hungering for acceptance. When you offer customers a print publication, you give them the opportunity to feel like they’re a member in a special club. This builds loyalty and engages your customers on a whole other level.
- Break Through—Have you looked in your mailbox lately? Nothing exciting, eh? Kicking it old school with a printed publication may seem so last century, but currently it is a great way to differentiate yourself from the crowd, build an audience and maybe even reach those last few surviving Luddites holed up out there.