Print Is Dead?
We have built many relationships with editors, writers and freelancers at leading print publications. It’s no surprise that however, in recent years, we often hear the term “print is dead,” when it comes to magazines, newspapers and editorial books. With magazines like Teen Vogue and SELF folding and a variety of local newspapers closing and reducing frequency, how could we not all immediately think that the term is 100-percent accurate. However at Konnect Agency, while we do appreciate popular terms and what our industry regards as trends; the print magazines who have survived the “print is dead” trend have one thing in common: they have learned the language of digital communication and made changes to the art of storytelling for their readers – introducing new and exciting ways to engage with their consumers AND drive revenue.
According to a Nielsen company audience report, the average amount of time we each spend online each day has reached over 10 hours – an increase of 143% since 2010. As newspapers and magazines get replaced by our phones, and social media platforms for news and immediate information, technology not only becomes the digital companion to our lives, but is also THE access point for our own storytelling.
As an agency who is not only well-versed in public relations but also social media programs, we have closely kept our eye on how major editorial outlets (print and online) continue to thrive and find ways to adapt to ever-growing digital media platforms in order to grab more readers and grow revenue. Bon Appetite, People, Marie Claire and Cosmopolitan are only a few of the many publications that have become more focused on expanding their digital footprint; everything from leveraging Snapchat to announce cover stories, to exclusive tablet and mobile content to robust online branded content deals.
We can easily shift between Facebook, Instagram, and Twitter within seconds to read about topics ranging from politics to fashion and beauty. The rise of digital media has completely changed our consumption habits and change is one of the few things that is constant in life. Publications such as The New Yorker and Vogue have learned to build their influence by utilizing platforms such as Instagram, YouTube, and Facebook and to continue and grow and thrive during the “print is dead” era.
So while some may think “print is dead,” we here at Konnect believe “print is changing and we all need to be ahead of trends.” And that trend, is digital.