Why Some Publishers Are Resurrecting Their Print Magazines

Table of Contents

  1. Introduction
  2. The Revival of Print Magazines
  3. Case Studies: Nylon and Complex NTWRK
  4. The Benefits and Challenges of Print Resurgence
  5. The Role of Print in the Digital Age
  6. Future Outlook: What Lies Ahead for Print
  7. Conclusion
  8. FAQ

Introduction

In an age where digital content reigns supreme, it's surprising to hear about publishers rediscovering the charm of print magazines. Could the return to print be a strategic pivot rather than a nostalgic nod to the past? As two digital publishers, BDG’s Nylon and Complex NTWRK’s Complex, venture back into the world of print, they provide a refreshing take on how print media can still deliver value in an increasingly digital landscape.

While advertising revenues from print remain a mixed bag, a renewed interest in print isn't purely about ad dollars. Instead, publishers are leveraging print as a branding tool and a gateway to other revenue streams such as subscriptions, commerce, and events. This blog post explores why some publishers are returning to print, how they are navigating the challenges, and what the future might hold for print in a digital world.

The Revival of Print Magazines

The Nostalgia Factor

Print magazines exude a tangibility and permanence that digital formats can't replicate. From the glossy covers to the feel of the paper, print provides a sensory experience that many still cherish. This nostalgia isn't lost on modern publishers who see an opportunity to cater to a niche but loyal audience.

A Branding Vehicle

For publishers like Nylon and Complex, returning to print isn't about generating immediate profits. Nylon, which went digital-only in 2017, reintroduced its biannual magazine in 2024, aiming to leverage the physical format as a branding vehicle. These magazines serve as a tangible representation of the brand, distributed selectively at events like Coachella, thereby amplifying their market presence.

A Funnel for Diverse Revenue Streams

Print is increasingly seen as a funnel into other revenue streams. At Complex, print magazines are part of a broader subscription model that offers more than just content. Subscribers receive quarterly print issues, merchandise, and exclusive access to events. This model mirrors subscription services like Amazon Prime, emphasizing recurring revenue rather than standalone print sales.

Print Advertising's Uneven Landscape

When it comes to advertising revenue, the outlook remains varied. Legacy magazines like Time and The Atlantic continue to see positive trends in print ad sales. For instance, The Atlantic reported a 20% increase in print ad revenue in the first half of 2024 compared to the previous year. However, the broader landscape shows a decline, with some publishers witnessing a migration of audience and advertising spend from print to digital.

Case Studies: Nylon and Complex NTWRK

Nylon's Targeted Approach

Nylon's biannual magazine targets a niche audience interested in culture and music. This audience's demand for the magazine since its digital-only shift in 2017 gave BDG the confidence to reintroduce print. Although producing the magazine is not a highly profitable endeavor, it adds value by reinforcing brand identity and providing additional revenue through high-profile advertising.

Complex NTWRK's Subscription Model

Complex NTWRK’s approach integrates print into its larger subscription model. Subscribers not only receive the magazine but also enjoy benefits like free shipping on the Complex Shop and early access to events like ComplexCon. This comprehensive package aims to foster brand loyalty and create a recurring revenue stream.

The Benefits and Challenges of Print Resurgence

Benefits

  1. Enhanced Brand Presence: Print provides a tangible brand representation that can enhance visibility and credibility.
  2. Audience Engagement: A physical magazine can create a deeper connection with readers, fostering brand loyalty.
  3. Revenue Diversification: By bundling print with subscriptions and other services, publishers can build sustainable revenue models.

Challenges

  1. High Production Costs: Print is expensive to produce, requiring significant investment without guaranteed returns.
  2. Variable Ad Revenue: Ad revenue from print remains inconsistent, making it risky as a primary revenue source.
  3. Distribution Complexities: Ensuring timely and wide distribution of print magazines can be logistically challenging.

The Role of Print in the Digital Age

Supplementing Digital Strategies

Print magazines are now seen as a complementary offering to digital content. Publishers are blending the two mediums to create a more holistic content experience. For instance, Time reported cyclical interest in print, with advertisers recognizing its power for high-impact moments every few years.

Event-Based Distribution

With traditional newsstands dwindling, publishers are exploring innovative distribution channels. Nylon’s presence at Coachella and Complex’s tie-in with ComplexCon demonstrate how events can serve as effective platforms for print distribution, attracting targeted and engaged audiences.

Building Loyalty Through Exclusives

Exclusive print content, premium merchandise, and event access are powerful incentives in subscription models. By providing tangible benefits and a sense of exclusivity, publishers can attract and retain loyal subscribers.

Future Outlook: What Lies Ahead for Print

Technological Integration

As technology continues to evolve, print can benefit from digital integration. Augmented reality (AR) and QR codes can bridge the gap between print and digital, providing interactive experiences that enrich the reader's journey.

Sustainable Practices

In an era of environmental consciousness, sustainable printing practices can appeal to eco-conscious consumers. Publishers adopting green initiatives can differentiate themselves and attract a demographic that values sustainability.

Niche Markets

The future of print may lie in its ability to cater to niche markets. Specialized magazines focusing on specific interests can cultivate devoted readerships willing to pay a premium for high-quality, targeted content.

Conclusion

The resurgence of print magazines among some publishers illustrates that print is far from obsolete. Instead, it's evolving to fit new business models and consumer preferences. By leveraging print as a branding tool, a component of subscription packages, and a means to engage niche audiences, publishers can create diverse revenue streams and enhance brand loyalty. As the media landscape continues to change, print's role may become even more specialized, but its ability to connect deeply with readers ensures it remains a valuable part of the publishing ecosystem.

FAQ

Q: Why are publishers returning to print magazines?

A: Publishers are exploring print as a branding tool and a means to diversify revenue through subscriptions, commerce, and events. The tangible nature of print also enhances brand presence and reader engagement.

Q: Are print magazines profitable for publishers?

A: While print magazines are expensive to produce and may not be highly profitable on their own, they can drive other revenue streams and build brand loyalty, contributing to overall profitability.

Q: How are publishers integrating print with digital content?

A: Publishers are creating hybrid models where print complements digital strategies. Event-based distribution, exclusive print content, and subscription packages that include print are some of the ways print is integrated with digital offerings.

Q: What are the challenges of reintroducing print magazines?

A: The main challenges include high production costs, inconsistent ad revenue, and complex logistics for distribution. However, these challenges can be mitigated through targeted strategies and innovative distribution methods.

Q: What is the future of print magazines in the digital age?

A: The future of print magazines may involve technological integration, sustainable practices, and catering to niche markets. Print will likely complement digital content, offering unique, tangible experiences that digital cannot replicate.

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