Sit down and look around on any commuter train, and you’re certain to see a sea of screens — iPads and Kindles and cell phones occupying the attention of their owners. A decade ago, the scene would’ve included newspapers, books and magazines, leading many to proclaim that print is dead.
We’ve all witnessed the mass exodus from print to online content. Perhaps you’ve read one of the many articles forecasting doom for print media, such as this HuffPost piece, which declares that ” traditional media may be on its way out.” Yikes.
So, in this harsh climate, why would giant web-based brands like Airbnb, Net-A-Porter and Uber choose to launch print magazines? Are they too big to fail? Is it brand suicide? Or … are they onto something?
Print remains king when it comes to content, according to a new survey from the Custom Content Council and ContentWise, called “Characteristics Study: A Look at the Volume and Type of Content Marketing in America for 2013.”