Is print dying out?

Magazines have been wildly popular in the fashion industry for over a decade now however the digital age is certainly seen as an increasingly pragmatic idea. The overall sales of arguably the most recognisable name in the magazine world, Vogue, have fallen by 4.8% in recent years - which very much suggests that print is a dying outcome.

However compared to the 135,000 copies sold in 1989 the magazine now sells about 200,000 on average – showing there still is room for print in a digital era.

It’s undeniable that print, as a medium, is in decline. The majority of editorial content is now being consumed digitally and most publishers have acknowledged that the future of the content industry lies online.

With the competition from digital media, vlogs, blogs and podcasts, readers are finding that their thirst for the content covered in weekly/monthly magazines can be satisfied elsewhere for free and with ease online. There are major free news sites - such as Mail Online, The Telegraph and online outlets such as Refinery29 - publishing celebrity and entertainment news, video and entire photo shoots around the clock, making it hard to see how magazines are to survive in a digital world. The internet provides real time updates for free - making it unfeasible for magazines to charge readers for something that's likely to be ‘stale’ news and with limited pictures.

BUT .. what is so great about print which is keeping it alive?

I personally believe print has a huge impact on consumers. For example, seeing a Louis Vuitton campaign in a magazine feels a lot more luxurious than scrolling past the same Louis Vuitton campaign on Instagram. I think the main reason for this is the physical element to a print magazine, being able to hold it in your hand. The glossy pages in the magazines, which the campaigns are printed on, I think really connects the viewer to the page and automatically makes the campaign seem 10 times more luxurious than on a screen.

I think that there is a refreshing element which comes along side print - in an age where you can do absolutely everything online - being able to read a magazine feels authentic and you as the viewer, pay more attention to it because its going back against the norm.

Being able to physically touch and hold the print makes it feel alot more personal and as a result the viewer creates a connection with the specific magazine or brand that the print is for - I think this helps the consumer understand the brand and as a result slowly creates a relationship with the brand which can lead onto brand loyalty.

This is not just applied to magazines though - for example, everyday I receive so many emails half of which I don't even open and read. But yet, when I physically receive a letter through the post I will happily take the time out of my day to read it and pay attention to what it says. It feels more personal and tailor made to me and therefore captures my attention.

Even items such as catalogues, were such a huge success when they were around yet they've suddenly disappeared! I suppose are in a way still around with the likes of The North Face having print 'lookbooks' in stores to take away with you but I think it would be really interesting to see proper catalogues make more of a comeback! I still love receiving a NotOnTheHighStreet or picking up a Boots catalogue! And I think if a high end/designer brand were to bring out a print Catalogue when everything is so digital this would be a huge success!!!

Overall, I believe print is very much alive, there is so many possibilities which print can lead to - and ultimately I believe print really helps to tell a brands story. I am just as excited now over print as I was a couple of years ago! There is definitely such a huge market and consumer base that love the experience of having a print magazine or poster that I don't think it will ever die out.