Sales soar of upmarket printed magazines with strong brand identities

Interesting to see that once again, some of the best printed consumer magazines are defying the trend towards digital.

Nicholas Coleridge, president of publisher Condé Nast International, says sales of some of their biggest print titles, such as Vogue, GQ and Tatler, have seen massive increases.

According to Coleridge, the March edition of Vogue broke all records for the advertising sold in it. Circulation is also high, at the 200,000 mark - compared with 135,000 in 1989.

He puts the magazines'  success down to consistently high journalism, photography, design and paper quality. "There is something extraordinarily alluring about a glossy magazine, the physical quality, particularly a very thick one," he told a recent media event in London.

Coleridge also emphasises the role of the editor: "A good editor makes sure everything in [a magazine] has a coherence of tone, appearance and attitude…."

But perhaps his most interesting point is his reference to the "club appeal" of the printed magazine. When you buy a magazine, or are given a members directory by virtue of being a valued member of a community (in the broadest sense!), the printed product acts as a tangible "link" between you and that community. Being able to touch it, and own the printed product forever, enhances the value of your membership, making it more real.


For more details of the interview, see: http://www.theguardian.com/media/greenslade/2016/apr/15/why-our-magazines-are-defying-digital-erosion-by-conde-nast-chief?CMP=Share_iOSApp_Other

Sales of e-books plummet

Latest statistics from the US show printed books are increasingly grabbing back market share from e-books.

Data from the Association of American Publishers show e-book sales (excluding educational and professional titles) plummeting by 7.5% in the first three months of this year, compared with the same period in 2014. By contrast, there was only a 0.2% fall for printed books over the same period.

This is the largest fall in sales for e-books ever, and demonstrates the continuing power of print as the medium of choice for readers.

The AAP collects data from 1200 publishers across the USA.

Early indications are that this trend continued over the second quarter of 2015 as well.

Print is preferred. So give consumers a choice

It’s official! Print really is the preferred option when people have something they want to read.

A recent survey of US and UK consumers has shown a strong preference among all age groups for reading material in print, rather than on-screen – when they are actually given the choice.

A total of 80 per cent said they preferred to read in print on paper, as opposed to reading material in other forms. Only 10% said they preferred other media. (The remaining 10% did not state a preference.)

The survey of 1500 consumers in the US and the UK was conducted by research company Toluna, on behalf of Two Sides, an international trade association for the print and paper industry.

What was particularly interesting was that there was almost no difference in the responses given by different age groups.

Myopic “digital-only” fanatics are fond of saying that “print is for the older generation”, and that younger people are leading the way in their preference for consuming content via a screen.

But the facts appear to show otherwise. In the survey, 79% of consumers in the 18-24 age group said they preferred to read material in print. Of those aged 25-34, a full 77% also said they preferred printed reading material over digital.

The results were almost identical on both sides of the Atlantic.

Some of the other results from the survey are also significant:

• A huge 87% of consumers in the US and UK say they both understand information better – and can also retain or use it better – when they read it in print on paper, compared with the same content on digital media devices such as e-readers, tablets, desktop computers or mobile phones. There were no significant differences in the answers given by different age groups.
• ·Some 80% of those polled say they are at their “most relaxed” when reading information in print on paper, again with no significant differences between age groups.
• ·When people have something “complicated” to read, 81% say they prefer to read it in print on paper.
• The reasons why people print out documents include: “printed documents are easier to read” (73% of those polled said this); printed documents are better for storage and archiving” (55%); “printed documents are more secure” (53%); and “I’m afraid I will lose emails” (49%).

Of course, no one is saying that all information must be distributed in print. That is not practical.

But what is interesting is how people prefer to absorb information via print on paper when given the choice.

So we say to marketers and other communications professionals – give consumers that choice.

Not only will you steal a march on your competitors. You will also reap the financial rewards from reaching your target stakeholders more effectively.

The internet's dieing - but print lives on

A mournful piece today from Jess Zimmerman, the Guardian's US columnist: One downside to digital innovation: as formats die, we lose our past.

Like many of her generation, she was an avid fan of Homestar Runner cartoons in the early 2000s. But now, with the demise of Flash, she can't see them anymore at homestarrunner.com. Her hope is that the owners of the content will invest in reproducing the cartoons on Youtube, or similar. But if not? Well, that's probably the end of it….

Digital content can survive through many generations – in theory – but survival requires constant maintenance and re-investment by the content's owners, to ensure that it is readable on new platforms and formats. And very often this does not happen.

Unlike, of course, with printed material. As Jess points out, while the internet struggles with formatting changes, "books, an unusually obsolescence-resistant format, have remained accessible for hundreds of years".

Her conclusion: "Our [digital] tech has aged with us, and like us, it's losing its memory."

Printed books help you sleep better – and could cut risk of cancer

More and more these days, we hear how reading a device such as a mobile phone, tablet or e-book before you go to sleep at night, not only keeps you awake, but also gives you a poorer quality of sleep when you do finally nod off.

And there are even worse side-effects. 

But we also know the healthier solution – read a printed book at bedtime. (Or printed magazine, perhaps?)

According to a recent study by Harvard Medical School, healthy young adults were tested by alternatively asking them to read a light-emitting e-book and a printed book, within one hour before their bedtime.

The quality of their sleep – and the quality of their experience the next day – was then measured.

Those reading the printed book fared significantly better.

When the participants read the e-book at bedtime, they took longer to fall asleep, saying they felt less sleepy, compared with the other evenings when they read a book.

Significantly however, they also experienced sharply reduced mental alertness the next morning, saying it took them many hours longer to “fully wake up” than when they had read a printed book the night before.

According to the researchers: “These results indicate that reading a [light emitting] e-book in the hours before bedtime likely has unintended biological consequences that may adversely impact performance, health, and safety.”

Reading e-books at night delays a person's “circadian clock” and suppresses levels of the sleep-promoting hormone melatonin, the researchers say.

They add: “The results of this study are of particular concern, given recent evidence linking chronic suppression of melatonin secretion by nocturnal light exposure with the risk of breast, colorectal, and advanced prostate cancer associated with night-shift work, which has now been classified as a probably carcinogen by the World Health Organisation.”

Ad tech is killing the online experience

Great article by Felix Salmon in The Guardian today about how advertising technology is ruining the online experience, particularly on news sites.

There is something wonderfully easy about reading a column in a physical - i.e. printed - newspaper. Without constantly being bombarded, distracted, and obstructed by digital advertising of all kinds, some of it obvious, some of it not.

Traditional advertising banners on websites (i.e. those that sit nicely in a corner of an online page where you never have to look) don't work very well any more, because hardly anyone clicks on them or pays them any notice.

So now, online publishers (including the Guardian's own site, ironically) use a huge number of often quite underhand techniques to fool us into looking at, and reading, gibberish content by online advertisers.

Worst are perhaps are the 'advertorials', i.e. advertising features, that masquerade as editorial. All the main news sites in the UK use this trick. On the Guardian's site, they are headlined "More stories from around the web". On the Telegraph.co.uk they are called 'Promoted stories'. And on the Dailymail.co.uk, they are called just "From the Web".

But the point that Felix Salmon also makes is that the hidden advertising on these sites is serving to slow down the whole experience of using the web.

By contrast, the great advantage with printed news media, is that advertisements in newspapers work in a complementary way, sitting alongside editorial unobtrusively. Readers who want to look at the advertising, do so. Those who don't, can easily ignore it. No one is offended by it. But enough readers pay the ads enough attention for the advertisers to get a good return on their investment. And everybody wins.

The digital myth

Increasingly, we live in an online world. We need to communicate instantly, quickly, incessantly. We all love, and increasingly need, our phones. Facebook. Messaging. Twitter. Texts. Everything that keeps us in touch quickly and easily with the people we love, and with those who are most important to us.

But we also yearn for some permanence. While our phones, emails, texts, and our apps give us instant gratification – we know we need more. We long too for the slower life, the slower read. For the joy of holding other people’s thoughts and feelings in our hand. The pleasure of having a good book with us, or a beautifully designed and printed magazine, or a small booklet about a place or experience that we are fond of. Running our fingers over the pages. Dwelling on them. Knowing that those ideas, those thoughts,  those feelings will be there again for us after we have put them down. Because we really own them. In printed form, they are ours.

We love digital communications too, but there is also a kind of terror. The fear of not always being part of a majority that is ‘moving on’, away from permanence, and towards constant instability. The fear of being left behind in a world that goes seemingly ever faster.

Digital. Online. Instant. Connected. Included. We love it. But we also hate it. We feel drawn to it like a drug. We know we need some of these drugs to keep us alive in this world. But we also know  that these drugs – or, at least, too much of them, too frequently – can also kill us, kill our feelings, our sense of space, our freedom to choose – to be ourselves.

Some of us. Most of us. All of us, probably, need something else. Or some things else. Those ‘somethings’  are so often the beautiful printed objects that are printed, and bound. Stitched together. Finished with silky effects. Or gloss touches. The things give us insight into the world, but also give us time to reflect. That we can keep on our shelves around us for the rest of our lives. That we can share with those who are physically present with us, face to face.

We need to celebrate print, in all its shapes and forms. Those who love print, (and I think that’s almost every one of us – even if only secretly), must shout loud about why it means so much to us, and does us so much good. And we must fight the myth – the bullying consensus – that all that’s digital is good. That we all have to ditch everything in print in favour of digital, every time. That we all have to “get with it” and “move on”, and go online with absolutely every form of communication.

Print gives us power. Power to stand aside, and take our time. To inhabit a space to be ourselves.