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Why Print is Here to Stay

Relevant content, trusted brands and loyal readers are just a few reasons why print will be around for years to come.

There’s no question this is a time of flux for many businesses, and the challenges facing magazines and the print industry in general have been especially daunting. But the facts are clear — magazines are not going anywhere anytime soon. In fact, many print publications have been able to pivot and thrive — even in this time of uncertainty. Let’s take a look at why.

Preference for Print

Print is appealing for a number of reasons. Magazines with a loyal audience and trusted content have actually seen their readership rise. According to consumer research firm Vividata’s Winter 2020 Survey on the Media Habits of Canadians, 77% read a magazine in the past month, with food, travel, and health magazines being the most popular.

Vidata’s information also shows that, when it comes to magazines, we read more, read longer and subscribe more often to print magazines than digital ones. Canadian readership is consistently strong for print:

– Magazines reach 9 of 10 adults per week.

– 55% are reading print only, while 8% read digital exclusively.

– 52% of Canadians read print-only editions on the weekend, up from 40% during the week.

Additional research by the paper sustainability non-profit Two Sides shows, when it comes to reading magazines, print is preferred over digital:

– 59% of Canadians prefer to read magazines in print.

– 68% of Canadians believe in the importance of “switching off” their digital devices and reading more in print.

And data from a 2015 poll by Magazines Canada revealed that 91% felt better having the physical copy of a magazine, 70% always bought them and 64% kept back issues. It’s not hard to see why print has staying power.

Print Readers Pay Attention

These days, keeping consumers’ attention is key. For magazines, this means creating compelling editorial content and ensuring undivided reader attention. This in turn opens minds to advertiser messages.

Reading requires concentration, also leading to better recall of ads. In addition, the format of magazines offers a message that may be read and re-read at the reader’s own pace, while full-page ads and branded content enable brands to tell more of their story.

The active process of reading helps the reader absorb the ad’s message. In an article for Forbes, Larry Light writes: “Brands have a lot to say and positions to articulate… Since we live in an information-seeking environment, long copy may be the best way to tell a brand’s story when customers want more. After all, content is king.”

It’s also clear magazine readers are paying attention to the ads they see. In a 2018 report, Amy Watson writes: “After seeing an advert in a magazine, 44 percent of Canadian magazine readers and buyers visited the advertiser’s website, and 46 percent used or planned to use the coupon or promotion listed on the advert.”

Loyal Readers are Loyal Consumers

Magazines provide the time and space to connect with readers. And magazine editors have a clear understanding of their readers’ passions and wants, ensuring advertisers get a more involved consumer.

Print magazines serve their audience relevant, useful and compelling content. This translates into trust in the advertisers featured in the magazine. According to Magazines Canada, 73% of magazine readers regularly or sometimes save magazine ads — the simple act of saving an ad is a testament to the reader’s involvement.

Whatever volatility the past year has brought, the facts show that print is here to stay. Thoughtful, relevant and well-designed magazines are enduring: they retain loyal audiences while also finding new ones.

Avenue Calgary is a city lifestyle magazine that brings readers the best of the city. We love Calgary and the people who live here. We want to inspire readers to take part in their city.