It’s no secret that content presented on a digital platform offers tremendous advantages, but some believe it still leaves something to be desired—something that can only be achieved through the printed page.
“The intangibles that come along with the print medium include the lean-back experience and pleasure of turning (and tearing out) thick, glossy, paper pages,” said domino Chief Revenue Officer Beth Brenner.
Sneak peek from the spring issue of domino. Photo by Brittany Ambridge.
The new issue of domino magazine hits newsstands March 5, and after selling 36 pages of advertising to brands like Hunter Douglas, Benjamin Moore, Kohler, Apple, Duralee, Sunbrella and Laura Ashley, Brenner believes the industry is falling back in love with print.
“We still feel that our target consumer loves the printed magazine experience,” said Gina Wicker, Design & Creative Director for Sunbrella. “She may be digital in many areas of her life, and she may consume magazines on her tablet, but we don’t believe that replaces the experience of really relaxing with a beautifully produced magazine.”
Wicker herself spends a lot more time with a magazine in print because she finds it more enjoyable and relaxing. “The page size and tactile experience can’t be duplicated digitally. There’s nothing like enjoying beautiful photography and interesting editorial content printed on high quality paper.”
The domino team posits that print is one of the few mediums to offer a completely obsessed, style and design-minded audience, which they feel is the real value to advertisers. “Print is the first point of inspiration, and advertisers want to be part of that,” said Brenner.
“Our own research has shown us that customers go to the Internet first for information about a product, yet they continue to request catalogs,” said Hope Gough, Marketing Manager for Laura Ashley. “We believe that digital media is an integral part of engaging with our customers, but we continue to find success with print advertising as we track sales. As a brand known for print and textiles, we understand peoples’ desire to touch and feel things, especially when it’s colorful and inviting."
Publishing companies have created a standard of selling print magazine subscriptions at rock-bottom prices to build audience and charge higher rates back to advertisers. But according to Brenner, advertisers don't have print budgets like they used to.
domino readers pay $11.99 for a single issue and $48 for a year's subscription. “Consumers today, while increasingly frugal, will pay for something they truly want,” she said.