Major publishers are struggling, with sales of traditional subscription-based titles down 2% in 2015. In this internet-led media environment, weekly and monthly issues are being eclipsed by high-end, special interest publications that are more like books than magazines.

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?

With luxuriant paper, beautiful photography, and acclaimed contributors, The Book wouldn’t be out of place on a specialist newsagent’s shelf. But this magazine is only available to dedicated John Lewis and Waitrose customers, serving up high quality lifestyle content to boost brand engagement.

With millions using AdBlock and just 24% of users scrolling down on native ads, brands can struggle to reach online consumers. Yet 90% of EasyJet’s six million monthly passengers read its in-flight magazine Traveller. We speak to Ink Global’s Jonny Clark to discover what makes engaging branded content.