Print Isn’t Dead, It’s Just Evolving
How the Robb Report CEO sees his brand using print in the future.
I’m confident that Robb Report will be in print form for my lifetime, but I’m also aware that our growth mostly comes from other sides of the company—digital, club memberships, events and now 15 international editions.
It would be hard for me to look into a crowd’s eyes and say that most print isn’t flat or worse. Frankly, when you go to a newsstand (a crumbling method of distribution) you see a hundred titles that really should no longer be in print.
Some passion-oriented magazines will live on in print for a long time. And even digital-first businesses can be enhanced by a print component. However, no one I know is going to want to stand before a crowd and say that investment in print on its own is advisable.
Today, what matters is the position, the voice, the authority, the entertainment and the inspiration that comes with our media brands. Now, more than ever, we have learned that we must allow our target audience to decide how and where they want to interact with our brands.
If they feel like fast info, they should be able to go online with amazing interactivity and no obligation. If they want long-form content, they have the option to access that on our tablet apps. If they don’t feel like reading, we should offer video. Live events, too, have more attendance and are more important to marketers than ever before.
Print is still a powerful tool in a media plan and those audiences are often the most powerful for a brand. It’s all part of the new face of media, but here’s the rub: Many are surprised that print is still a vibrant part of media, and it’s having a bit of a resurgence.
Don’t count print out—just understand how powerful it can be within our companies as a whole.
Once upon a time, TV was coming on and they said that radio was dead. Now, it’s surely evolved, but is it dead? It is not.