Why print is an enduring force for advertisers

In today’s digital age, it might seem like the heyday of print media is long behind us. However, while the internet and social media may have lured us away with their addictive algorithms, print is far from dead. 

"People don't live digital-only lives," says Kevin Huang, chief operating officer of SCMP. "While online channels offer convenience, offline channels offer trust and can be more powerful in conveying an emotional message."

Legacy publications like ‪Vogue, Harper’s Bazaar, Esquire, GQ, Time, and The Economist still print their books every single month. And in 2024, revenue in the print newspapers and magazines market worldwide is forecasted to reach US$111.60 billion. 

Bettina Von Schlippe, publisher of Vogue in Singapore, says that print continues to be a vital revenue stream for the publication: "Despite a slight pivot towards digital channels, print advertising remains robust, bolstered by additional content offerings that enrich our reader's experience. Print's relevance persists, capturing societal trends and becoming a collector's treasure, much like cultural artifacts of popular culture."

Increasingly, in an era of information overload, print offers a sanctuary of curated content, a respite from the relentless scroll of social media. In fact, print is seeing a resurgence in some cases as a counter-trend prioritising and championing more analogue forms of tangible media in response to the dominance of digital. 

"Specifically, we’re seeing print magazines become a popular platform for brands or communities to make a statement," says Agalia Tan, senior planner at We Are Social Singapore. "Take for example, Metalabel who has published The Dark Forest Anthology, bringing together some of the most influential voices on the web and in culture to talk about how to survive in an increasingly adversarial internet."

We Are Social, under their future strategy and innovation arm, XYZ, have also leapt on this print revival trend. As part of the launch of Vector, a new global creative community, they created a collaborative zine alongside the community’s 23 global creators to reimagine a future where creativity is liberated, free from algorithmic anxiety.

"Unlike scrolling on a feed and reflexively liking or spending time watching content, purchasing print media is a deliberate act that signals resonance and true engagement," says Tan. 

Brand building with print advertising

Studies show that print advertising has a 70-80% higher recall rate than digital advertising, with eight out of 10 people trusting print ads the most when purchasing. So while digital may take up the lion's share of media buyers' spend these days, it's not always the better option. 

"People have been talking about the digital era for more than 30 years," says SCMP’s Huang. "Today, many of our clients tell us that their effectiveness studies show that they've over-invested in digital channels—particularly during Covid. Now that people are out again, they're reassessing their channel mix. Clients need to reach their audiences at the right moment with the right message, and that does not always happen online."

In a world fixated on quick wins and bottom-line results, print advertising has come to stand as a testament to the enduring power of brand building.

"Print advertising cultivates emotional resonance, reinforces brand values, and creates a lasting impression that translates to increased brand awareness, enhanced loyalty, and ultimately, a higher willingness to pay a premium," says Jordan Heathfield, VP of connections and brand experience at Assembly. "For brands seeking to cultivate a sophisticated image, reach a discerning clientele, or simply savour the slow burn of a lasting impression—print ads are unmatched."

While fleeting social-media posts might capture attention for a moment, a print ad invites a slower, more intentional form of engagement. Sure, media consumption has evolved, but that only makes the enduring power of print more potent. 

"It's a statement, a deliberate choice to slow down, to engage deeply, to indulge in the artistry of storytelling and visual expression," adds Heathfield. "For brands that understand this, print isn't just a channel; it's a passport to a world of influence and affluence."

In particular, this is something that luxury brands understand more than most; that print advertising isn't merely a medium but rather an extension of their brand ethos. To that end, there is a symbiotic and unspoken agreement between luxury houses such as Chanel, Dior, Prada, Loewe and Alighieri and legacy publications like Vogue, Harper's Bazaar and Esquire.

"The media investment helps to boost the brand’s editorial visibility and competitive share of voice within the publication, and editors are in turn are more open to incorporating their brands and products organically in fashion shoots," says Nicole Seah, executive director, Zenith Singapore. "Given that these publications remain a source of authority on fashion, fashion brands are well-placed when their clothing items appear ingenuously in manicured photoshoots."

For the luxury sector in particular, the print market remains vibrant, where advertisers also value print's prestige for brand showcasing and image enhancement. 

"The demographic engaging with print is diverse, including dedicated readers who appreciate the tactile experience and the depth of well-curated content," says Vogue's Von Schlippe. "Print maintains its social and economic relevance, consistently delivering value to both readers and advertisers."

In fact, several fashion brands still have clear performance indicators linked to print advertising.

"They continue to invest because they achieve tangible returns on investment," says Von Schlippe. "Print's allure is not just in its nostalgia but in its unique ability to engage audiences through quality and exclusivity."

The 'death' of print

Resurgence of analogue in a digital age

As the world becomes increasingly digital, the resurgence of analogue is a reminder that there is still value in the tangible. From vinyl to toys and print photography, the desire for tangible, physical objects persists with print media being no exception. 

In an era of streaming and playlists, Gen Z and younger generations are flocking to record stores, drawn to the tactile experience and authenticity of vinyl. In fact, vinyl sales have seen double-digit growth for over a decade, with 41 million records sold in 2022 alone.

"This resurgence of ‘analogue’ in a digital world mirrors the enduring appeal of print advertising," says Heathfield. "It's a cultural artifact, tapping into the desire for authenticity and a sense of nostalgia digital channels cannot. This aligns with the growing trend of mindfulness and conscious consumption among younger demographics, who are seeking deeper connections with brands and experiences."

Furthermore, print aligns with the growing desire for authenticity and tangible experiences. In a world of virtual connections, the physicality of print offers a reassuring anchor, a reminder of the real world.

Looking to the future, it appears that print is not about clinging to the past, but about embracing innovation. Augmented reality, QR codes, and personalised printing are just a few examples of how print is adapting to the digital age, blurring the lines between the physical and virtual worlds. For example, with virtual reality apps, consumers can turn regular print media into moving pictures.

"Print will undoubtedly remain a force in the future, not as a relic of a bygone era, but as a dynamic medium that continues to evolve and adapt," says Heathfield. "It will continue to appeal to those who crave quality, depth, and a tangible connection with brands."