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  • Brands leveraging print at a time when media trust is at an all-time low
  • Brands are leveraging print at a time when media trust is at an all-time low
    JD Mason (2018) ©
REPORT

How can brands make an impact with print?

As people look to strike a balance between online living and more tactile leisure pursuits, magazines are back. Seminal style bible The Face has relaunched and brands are printing their own publications. But in a world where digital dominates, how can brand publications make their mark?

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When The Face magazine ceased publication in 2004, it was the first of many magazines to bite the dust – Loaded, FHM, Sugar, Now, and NME, all suffered the same fate, while publications such as Dazed pivoted towards a digital-first strategy, reducing publication frequency to stay competitive. Print was largely derided as dead, and publishers frantically moved to get a handle on digital offers and social media, which was where their readers were looking to consume content. And yet by 2017, marketing mavens were circling with news that magazines were on their way back. And so it seems, they ...

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