Far from being an endangered medium, print – be it magazines, newspapers, door drops or catalogues – is here to stay, and as several recent creative examples have shown, give advertisers a sensory edge.
Christian Kallenberg, consulting director of Germany’s We Like Mags told delegates that in a world of 'swipe and scroll' the 'touch and feel' of physical magazines gives the medium a stand-out advantage.
People – even millennials – buy print magazines because of the subjective value, sensual experience of print and the value of extras, such as cover mounts, he said. Kallenberg cited the example of a German comic book publisher which put turf on the front of the publication ahead of the World Cup. “That wouldn’t exist without print,” he said. “Imagine that on a website. It wouldn’t work.”
Dr Stefanie Eichiner, manager, environmental market support CE at UPM in Germany outlined the trust that print brings. “People trust paper,” she said. “Over 70% of people think print is at least twice as trustworthy as other media. And 90% wouldn’t live without a letterbox.”
The reaction to print can be overwhelming, she said. “It holds value when the moment is gone. You can use paper to convey values, moods and feelings in a way that is not possible digitally.”