Print Power

April 11, 2014
Reprinted with permission from London's "The Mayfair Magazine"

Reprinted with permission from London’s “The Mayfair Magazine”

In today’s digital on-demand world, a question is often asked: “Does print have power today?” My answer: “You betcha.” Call me old-school, but I don’t care. As you know, I always say I’ve seen PR transition from typewriters to Twitter; and it’s true, I’m 44 … “So old,” says my teen-age nephew. I’m not dead. Yet. So, I’m here to tell you, print pubs still have the power. Glossy print pubs, especially. From my perspective and from what I see turning the dial (and pages, as it were), we are still reading magazines.  Even with all the social media portals we love to update, there is nothing we love more than curling up with our favorite magazines and reading about how to eat, dress, make money, and fundamentally to be inspired to live the best life we can. Case and point: The Mayfair Magazine, based in London. Recently, my client Landmark was featured in an April 2014 article. “Be Inspired” the magazine promises in the headline. It delivers. See, with traditional glossy print magazines, not only is there the “ink” of the actual article, but also the cover, the table of contents, the letter from the editor, the breathtaking photographs and, above all else, the ability to be touched. Yes, okay, I mean touch the heart too, but you know what I mean, touch it by hand. With glossy magazines, we can still feel the article in our hands and turn pages. So, while marketing professionals today focus on new school ways, don’t forget the tried and true: print pubs. Glossy print pubs. I’m told even in London you can find people on the streets, in the subways, and at the supermarket all holding in their hot little hands what they choose to read today. Hard copy, baby. Glossy magazines. News you can use. Take that smart phone. You may be smart, but you can’t “touch this.” (You think my 16 year old nephew will get that ’80s reference? Nah, I didn’t think so either.)

Advertisements