🗞️ Print Will Never Die
How brands are using print media to tell their story
GM everyone. Hope you all had a lovely weekend. I’ve an out of town friend visiting so I’ve been showing him some of my fav NYC spots. After back-to-back-to-back dinners at some of my fav restaurants (the Odeon, Cervo’s, and Casino) I am going to spend the day with a big Essentia duct taped to my hand and get a plate of steamed vegetables at Souen to restore some sort of balance to my life.
In today’s newsletter I’d like to break down the rise of brands using print media to tell their stories. As a huge fan of printed content, this is a trend I love and hope to see more of in 2024—
The Catalog Era
Brands using print media to drive sales and brand awareness is nothing new. Back in the day, mailed catalogs were actually how a lot of people discovered and purchased clothes. Vintage J. Crew catalogs have become a near-bottomless source of normcore inspiration. But this strategy has obviously died out as a result of e-commerce.
Magazines in general have lost their luster. With nearly quarterly layoffs at Conde Nast, and many classic print magazines faltering (RIP Paper Magazine) or reducing their publication schedule, it would seem print media is dying.
Tangibility and World Building
Today, consumers are inundated with brand photoshoots, drops, and newsletters (pls subscribe) everyday online. This is leading to significant digital fatigue. In a recent Deloitte study, 51% of Gen Z respondents claimed their screen time and devices may be negatively affecting their lives.
Some brands are witnessing this, and reviving print media to effectively tell their story in unique, tangible ways. This new iteration of brand magazines are not like the catalogs of yesterday, instead they are leveraging editorial content to build upon their existing brand universe and tell a story while finding synergy with adjacent products, places, and people. All while creating beautiful print design. Let’s jump into some examples—
OnRunning’s Off Magazine
OnRunning has launched Off Magazine, an editorial publication dedicated to running culture and trends. This magazine profiles runners, training strategies, and is very well designed. It also provides an avenue to showcase editorial style photography of runners in OnRunning apparel, without looking like a paid ad.
MadHappy’s Local Optimist
While I’ve expressed my antipathy towards MadHappy clothing, their quarterly publication is a great example of brand building through print media. Featuring interviews with creatives of several multidisciplines, it effectively identifies synergetic characters that resonate with the MadHappy audience.
Thingstesting Magazine
Thingstesting is an amazing resource for discovering and promoting new DTC, CPG products. They use their print magazine to showcase these products and provide in-depth background on their development.
Where is the Cool
This French brand uses their magazine to highlight aspirational stories. They literally call themselves a pretentious magazine. They are playing the role of curator, and building a brand with incredibly sexy, inspiring editorial content about creators, artists, photographers, and storytellers. Right now they just sell magazines and merch, but I could see big things on the way for them.
Loewe Magazine
Loewe publishes a FREE quarterly magazine with celebrity interviews, dripped out in Loewe clothing. The tried-and-true method of dressing celebs we all love in your brands clothing still works, but this is a great way to tell a deeper brand story, while showcasing your product. It also extends a brands design universe and projects the Loewe aesthetic in magazine spread format.
Closing Thoughts
I want to see more brands publish print magazines in ‘24. This approach is unexpected and gives a tangible representation of your brand to consumers. Its easy, as you can hire some writers, designers, and even leverage existing brand collateral to create a unique piece of content. Its also an entry-point for consumers to get a taste of your brand, especially if its free.
My fav print mags rn are Interview and Apartamento. I also love Oliver Shaw’s Friends Editions on Delacney, with regularly publishes amazing Zines and events. I especially love Chris Black’s latest photography zine.
I’ll be talking to Oliver soon about FE, so stay tuned. Long live print.
okayyyy BYEEE!!!!
About Jake
Jake Bell is a content marketing strategist based in NYC. He specializes in branding, art direction, creative strategy, content creation, and making things cool.
To get in touch visit www.jb.studio
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