Prin endures
a message from the editorial director for bedford falls communications
Print continues to find its niche the National Paper Trade association
“ Some people and publications , however , seem to be ahead of the game when it comes to figuring out where they fit in a world that is growing more digital by the minute . Thumb through this issue of
Print Works !, and you ’ ll see what I mean .”
© istockphoto . com / brauns
Having come from the newspaper world , I ’ m used to deflecting and responding to claims that print is dying .
To be honest , it wasn ’ t always easy , given that newspaper print circulation has steadily declined since shortly after the turn of the century and ad revenue has fallen with it . Through it all , though , I staunchly defended the value of print newspapers , and I had many readers in my camp when I left the business earlier this year .
There is something about print , I would say , and the devotees would nod their heads and add their voices to the chorus . They like the feel of holding a newspaper in their hands . Settling down with the paper is a personal experience that offers a quiet and satisfying respite . The layout of a paper attracts them to topics and stories they wouldn ’ t have learned about otherwise – I call that the serendipity effect .
Unfortunately , most of the big fans of newspapers are older folks . Surveys show it , and my conversations and anecdotal evidence confirm it . Every day , I ’ d scan the obituaries and see the ranks of our most loyal readers thinning .
That doesn ’ t bode terribly well for the future of newspapers . Like all print publications , they have been forced to re-examine their missions and find their niches . The days of being all things to all people are gone . Newspapers are refining their content and doing all they can to secure a stable , albeit less pervasive , future .
Some people and publications , however , seem to be ahead of the game when it comes to figuring out where they fit in a world that is growing more digital by the minute . Thumb through this issue of Print Works !, and you ’ ll see what I mean .
Yes , the right kind of print has a strong present and a promising future , and it ’ s impossible not to share in the enthusiasm and optimism of people such as LouAnn Haaf , editor in chief of the award-winning Cambria
Style magazine . Cambria , one of the world ’ s top producers of quartz countertops , is no slouch when it comes to promoting itself online and through social media , but it believes print is its most effective vehicle .
“ Quite honestly , the print piece is where we see our biggest return right now ,” Haaf says in the article about Cambria Style that starts on page 10 . “ Given that Cambria is a luxury product , it kind of goes hand in hand . To be able to really share the Cambria experience and show them in this piece that this is it , this is the experience .”
The most critical element to print success , Haaf stresses , is quality . Cambria Style is a beautiful publication that features fabulous lifestyle content with understated product placements . Cambria obviously believes the substantial investment in the biannual magazine is worth every penny .
In an article originally published by Sparksheet , Luxury Brands Editor Natasha Mekhail echoes Haaf ’ s statements that luxury and print are made for each other . Mekhail is responsible for creating custom-published travel and lifestyle magazines for clients such as Mercedes-Benz , Bombardier Business Aircraft and Fairmont Hotels & Resorts .
“ Not only did luxury brands undauntedly launch lifestyle magazines last year , their glossy books are becoming a hub of their companies ’ marketing programs ,” Mekhail says in the article , which begins on page 36 .
“ There ’ s a natural fit between print and luxury : The quality and craftsmanship that goes into a magazine is much like the quality and craftsmanship that goes into a refined product .”
IKEA , another top company in the home-furnishing business , offers an especially creative approach to show its commitment to print with its “ bookbook ” campaign , which takes a good-natured poke at Apple ’ s over-the-top ads promoting its digital products . Read about it in Leah Wheeler ’ s article starting on page 32 .
And if you need further proof , take a gander at the photo package on pages 4 , 5 and 6 , showing the wide variety of people who still enjoy print . The pictures are by Pulitzer Prize-winning photographer Gary Porter , who retired recently after more than 30 years with the Milwaukee Journal Sentinel .
No , print isn ’ t all that it once was , but it ’ s still finding a place in the hands and hearts of many , many people .
Scott W . Angus • editorial director for Bedford Falls Communications • scottangus47 @ gmail . com
50 www . gonpta . com