Addressing tech people? Use a magazine!

Submitted by: Ulbe Jelluma 04/08/2016

We've most probably entered another phase in the integration of offline and online. After the rush into everything digital, the quest for integration of offline and online, it looks like we're now in a phase of reappraisal of print media. We've noticed in earlier newspost already the use of print by tech companies such as Uber. More publishers decide to have a print version next to their online version or only have a print magazine.


C|Net is one of the most important technology websites, launched more than 20 years ago. The website includes stories, news and reviews about people, technologies and companies that reshape our lives. They launched the magazine in order to talk about the same subjects in a fun and compelling way. The quarterly magazine, with an initial circulation of 200.000 copies, presents unique content for the technology-interested among us. It is a striking example of how to address readers interested in everything technical (= mostly digital) via a non-digital channel. The explanation might be the same as for the second example: Offscreen magazine.

Offscreen magazine offers a perspective on the life and work of people that use the internet to be creative and build succesful businesses. It tells the story of what's happening behind the scenes of websites and other tech products. And it does so in a printed publication. This is what they say about producing a magazine: “We encourage you to put your iPad down, grab a cup of coffee and enjoy a high-quality read the old-fashioned way. A physical product that can be touched, collected, and read anywhere is a logical way to present this type of content. Reading it offline, in a distraction-free environment, allows us to step away from the digital context and muse on the fast-paced world of bits and pixels from a more perennial angle. Offscreen is a proponent of The Slow Web, the idea that not all that is instant and fast is necessarily good for us". This is exactly what we at Print Power have been saying about the strenght of print.

The third example is Figaro Digital a magazine addressing "Digital people in brands and agencies". In short the people that work with digital technologies, involved in developing and exploiting websites, social media and other digital activities. Probably their decision is also inspired by the same reasons as for Offscreen magazine. It is the best proof of the role print, and in this case magazines, play in addressing tech people and talking to them in a more relaxed and slow-paced way.

By the way, Nintendo Power, the discontinued magazine for Nintendo users decided recently to have an archive available of all 285 issues published since the launch in 1988. This shows again the importance of a printed magazine. This time probably as a collectors item as 1988 Super Mario will not work anymore on current devices.

It is a great development seeing companies that want to reach out to technology-interested readers use print. And for the reasons we have been promoting for years: distraction-free reading resulting in full attention (for content and advertising).