The Increase in Branded Magazines
By: Sergio Saucedo
After years of readership and ad revenue decline, print media appears to be going through a resurgence. With the average user spending ~3.5 hours per day on a mobile device, digital is consistently becoming more competitive. As a result, some brands have started to look at print as a novelty method to retain customer attention and break through the clutter. Some of the most notable and nontraditional brands who have started launching their own print magazines are: Airbnb (Airbnb Magazine), Away (Here), and most recently Bumble (Bumble Mag).
In the long run, joining the publication space will provide these brands:
Increase in brand reach
Medium to stand out from all the competition on digital
Ability to curate a hyper personalized/unique brand story
Reach niche audiences
Additional source of revenue
Advertisers are in a constant bidding war for people's attention, and if the recent rise of publishing has shown anything it’s that businesses need to constantly lean into new mediums to have their brand voice be heard.