
If you had told me a few years ago that print would be making a comeback, I probably wouldn’t have believed you. After years working in publishing, I’ve been in more than my fair share of meetings to discuss managing decline.
Plus the digital transformation narrative has dominated the marketing and advertising scene for over a decade. But guess what? Print is back — and it’s not just back, it’s becoming a power move for savvy brands.
Two words: content overload.
We’ve been living in the Internet Age for almost thirty years now. It was supposed to set us free — connecting people across oceans with differing perspectives, while providing a wealth of information at our fingertips.
And for a while, it worked like a charm. Access to information was democratised, everyone had a voice, and there was a sense of community and discovery. But here we are now, years later, and we’ve hit saturation point. The very thing that was meant to empower us has turned into a cacophony of opinions, often conflicting and frequently misleading.
We’re overwhelmed. Bombarded with content: ads, articles, short form videos, long form videos, memes, viral TikToks, photo dumps, influencers posting literally everything, micro trends — each one lasting even less time than the one before. And algorithms that push content that gets engagement regardless of whether it’s accurate, meaningful, or relevant.
No wonder attention spans have shrunk from 12 to just eight seconds.
Add geopolitical unrest, economic uncertainty, climate change, and the cost-of-living crisis to the mix, and it’s easy to see why print is making a comeback. Poring over a beautifully designed magazine offers the perfect antidote to the stresses of modern life.
Think about it. When was the last time you sat down and sunk deep into a magazine or newspaper? You probably remember it, right? That’s the power of print. It makes you pause, forces you to slow down, and invites you to engage in a deeper, more meaningful way.
No pop-ups. No notifications. No user interface designs inspired by pokies machines to create psychological cravings.
That kind of (positive) brand experience is a pretty big deal. The dwell time is high, the experience is memorable for the right reasons. So other than a feeling (and a personal love for all things print) what makes me think print is actually back and a bold power move for brands?
The Design Files is launching in print.
But it’s not just titles launching or making a comeback. New data from Roy Morgan shows magazines in seven categories all increased readership: Food & Entertainment (+0.3%); Home & Garden (+1.6%); Business, Financial & Airline (+12.7%); Women’s Fashion (+3.4%); Sports (+4.2%), Music & Movies (+4.6%); and Motorcycle (+8.3%).
BigDatr insights show advertising budgets allocated to Australian magazines hit $73 million in FY23, up 12% compared to FY22. And premium, niche titles like Tart, Howl, and Demure are all growing their audiences and their influence.
Print lingers.
It sits on your coffee table, it gets passed around between friends, it gets pulled back out months later. That’s where the real magic happens. Whether you’re advertising in print or producing a niche magazine of your own, your brand gets to tell a story in a way that invites people to settle in.
Long-form articles, rich imagery, personal interviews — these are the things that build trust and connection. It’s less about instant gratification and more about the long game. And if your brand is focused on building deep, meaningful relationships with your audience, print is the ace up your sleeve.
Now, I’m not saying ditch digital entirely (that would be reckless). But including print into your strategy can give your audience something they can really connect with. Something that lasts longer than a swipe.
I know it can be hard to let go of the measurability and ease-access digital marketing offers. And you might be wondering how print can work for you when it seems expensive and time-consuming. Especially when digital advertising is fast and cheap, and trying economic conditions have brands eager for immediate revenue.
So here’s why you should care.
Typically, only around 3% to 5% of your market is ready to buy now, with the rest being future buyers who are out-of-market and won’t buy or consider making a purchase for months or years to come (depending on your product or service offering and buying cycle).
Marketing is all about balancing demand generation (brand building) and driving conversion (sales activation). This balance helps create a steady pipeline of potential customers, ensuring that when they are ready to buy, your brand is in the consideration set.
And this is why print is such a powerful tool. It offers a unique, memorable experience that engages people in a meaningful way, building that critical long-term relationship with your audience. In a world dominated by digital noise, print cuts through the clutter and helps your brand make a lasting impression.
Print is more than a nostalgic throwback. It’s a smart, bold power move that builds deeper connections and ensures that your brand stays top of mind when the time is right.