{"id":96930,"date":"2015-05-12T00:00:00","date_gmt":"2015-05-11T23:00:00","guid":{"rendered":"https:\/\/www.72point.com\/joy-print\/"},"modified":"2015-05-12T00:00:00","modified_gmt":"2015-05-11T23:00:00","slug":"joy-print","status":"publish","type":"post","link":"https:\/\/www.72point.com\/us\/joy-print\/","title":{"rendered":"The Joy of Print"},"content":{"rendered":"

\"printingHaving spent my entire career working in digital media, it may seem like a counterintuitive move to eulogise the great tactile thrill I get from thumbing through my favourite print journal\u00a0 – each new page the ultimate soul-cleansing elixir.<\/p>\n

But if there\u2019s one thing I\u2019ve learned in my now scarily close to 40 years on this planet, it\u2019s that whatever I\u2019m saying, doing and thinking, there\u2019s someone else in the world going through exactly the same experience \u2013 perspectives on print\u2019s function and importance are beginning to converge.<\/p>\n

Scratching around for any advantage to being ancient, I can remember the birth of content marketing programmes, when print programmes were being hastily transitioned to \u2018all media\u2019 equivalents with a view to binning print altogether.<\/p>\n

Though video, visual and bitesize social content has since thrived and become an essential mainstay of any marketing mix, print has miraculously survived, much in the format I hoped it would.<\/p>\n

Limited run, custom-bound, meticulously crafted and curated magazines are all around us, ranging from cultural beacons like Oh Comely to hybrid travel and fashion mags like Suitcase and Cereal, via the literary darkness of The Alarmist and Australia\u2019s greatest ever export, Dumbo Feather.<\/p>\n

As ever, a large factor in this particular pleasure is the chase, with coquettish glimpses of new titles catapulted into my social feeds on a daily basis \u2013 Avaunt<\/a> being the latest, a beautifully-shot bible for global adventurers.<\/p>\n

The key difference between then and now for print publishers is innovation \u2013 magazines are being marketed and distributed in ways only the social age could facilitate. This is a true marriage of analogue and digital \u2013 and it\u2019s exciting.<\/p>\n

Take Stack<\/a>, for example, the subscription service that handpicks the best independent magazines from around the world relevant to your interests and delivers them to your door, but trains its marketing crosshairs on social, digital and radio.<\/p>\n

Also consider Airbnb\u2019s initial foray into print, Pineapple, which has been used by the brand to unite its community with an elegance the social web can\u2019t compete with. Hosts and travellers collaborate on stories that form the magazine\u2019s editorial spine, creating an axis of expedition and anthropology that digital publishing would struggle to articulate.<\/p>\n

With big names in youth publishing like Hypetrak getting their print on, not to mention Tyler, the Creator and Frank Ocean releasing print magazines alongside their latest albums, I\u2019m beginning to wonder whether print could actually outlive websites?<\/p>\n

With social content hosting<\/a> and custom print in the ascendency, traditional websites have never looked more clunky and anachronistic.<\/p>\n","protected":false},"excerpt":{"rendered":"

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