“Print is dead,” they said. “Print is no longer relevant in the digital age.” So why do brands continue to invest heavily in print media?
Last year, Hearst Magazines and Airbnb began producing Airbnbmag, a magazine which sets out to “provide readers with the most inspiring and most real-life travel stories, experiences and tips”. Around the same time, Liberty London launched an editorial magazine to promote its beauty offering.
Commenting on the brand’s decision to turn to print to drive loyalty, Liberty’s marketing and communications director Madeleine Macey told The Drum: “We believe print still has a value to our customer – that special moment when you can pour over great stories and maybe learn something you didn’t know before about a brand or a process.”
Liberty and Airbnb aren’t particularly novel in their approach to print either – retailers such as Waitrose and ASOS have stayed…
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