The power of print at a glance
- Consumers are rediscovering the lean back nature of print media in a digitally saturated marketplace.
- Print, like so many analogue technologies, is making a comeback, and fast becoming an in-demand premium production method.
- A branded print product, even if not explicitly about the brand, can curry favour among consumers.
Before we dive into our new print case study, a clarification: Kodachrome is Netflix’s latest drama about a dying father, his son, and the father’s nurse as they take a road trip from New York to Kansas to develop the father’s last rolls of Kodachrome – one of the first types of colour film – before the country’s final lab closes.
But we’re not interested in that homage to analogue history… even if it does star Ed Harris in his best role since The Rock*. We’re far more taken with Kodak’s stylish brand magazine of the same name – that celebrates “the beauty and honesty of analogue technology”.
The ridiculously interesting title has, in fact, become something of a cult purchase – its first issue sold out twice (once in just 48 hours) and even 'The Dude' himself, Jeff 'The Big Lebowski' Bridges, is a reader, we believe.
Which is hardly surprising when, according to Kodak’s content director and the editor of Kodachrome, Joshua Coon, the mag is all about slowing down – something the president of INNOVATION Media Consulting, Juan Senõr, calls the “lean back” experience.
Check out our chat with Coon below…