READ THE FINE PRINT
Branded print magazines are flourishing
In reaction to today's digitally-driven world, young consumers are embracing tactile media. Analog mediums, including vinyl records, physical cameras, board games, and more feel special nowadays and are therefore still relevant to modern youth, as explored in our Global Culture Forecast. Even physical magazines are resonating, particularly those aimed at niche markets, with brands across various categories offering such.
Even Facebook is moving beyond the digital screen and into the physical realm with the launch of Grow, a British-based quarterly print lifestyle magazine. While some of the content is available online, analog editions are produced as well, as many of the target readers—business executives—often travel, making a physical publication well-suited for their journeys. The recently-released first issue explores the rise of niche brands and Paris' growing tech scene, among other topics. Print editions were available for free in first-class and business-class lounges at select airports, as well as train stations.
While many long-standing national publications have suffered in the digital age, new, smaller print magazines are emerging, which cater to more specific passion points. These types of glossies have a greater capacity to create editorial content around the values of readers, and put more focus on details such as unique design and paper quality. Female coworking brand The Wing is among the companies tapping into this trend with their biannual magazine No Man's Land. The publication, which serves to create community beyond the walls of the company’s spaces, contains news-oriented content and lifestyle features. Issues, retailing for $16, can be purchased online, enabling people who are non-members of the venue to have a touchpoint to the brand, much as its new podcast does as well.
Earlier this year, sneaker marketplace GOAT launched Greatest, a print magazine highlighting people who exemplify the publication's name. The 150+ page biannual glossy is centered around the brand's ethos, and in particular, features stories of the global sneaker community, including in-depth interviews with sneaker enthusiasts. For instance, sneaker designer Jerry Lorenzo was the cover star of the first issue, which also included interviews with Jason Markk and The Shoe Surgeon. The magazine is sold at select sneaker retailers in Tokyo, Los Angeles, Boston, New York, Philadelphia, and Miami, with plans to grow to other markets.