Despite the digital revolution, print advertising continues to be a cornerstone for brand-building, even as print publications face closures and declining sales. In a fast-paced world dominated by digital media, print remains relevant, offering brands a trusted platform to foster deeper connections with their audience.
Kevin Huang, COO of SCMP, highlights that people don’t live exclusively in the digital world. “While online channels offer convenience, offline channels provide trust and are often more powerful in conveying an emotional message,” he says. This sentiment is echoed by several legacy publications, including Vogue, Esquire, and The Economist, which continue to release print editions, contributing to an estimated global print market revenue of $111.60 billion by 2024.
According to Bettina Von Schlippe, publisher of Vogue Singapore, print remains a significant revenue stream. While digital channels are growing, print advertising still thrives, driven by content that resonates with readers. “Print’s relevance persists, capturing societal trends and often becoming a collector’s item,” says Von Schlippe.
In an era overwhelmed by digital content, print offers a curated, tactile experience. Agalia Tan, senior planner at We Are Social Singapore, notes that print is seeing a resurgence as a counter-trend to digital dominance. “Brands are using print to make powerful statements,” she explains, citing the example of Metalabel’s The Dark Forest Anthology, which brought together influential voices from the web.
Research supports the impact of print advertising, which boasts a 70-80% higher recall rate than digital ads, with eight out of ten consumers trusting print the most when making purchasing decisions. “Many of our clients have realized they’ve over-invested in digital during COVID and are now reassessing their strategies,” adds Huang. For brands, print offers a slower, more deliberate form of engagement, cultivating brand loyalty and a lasting impression.
Print isn’t just a medium; it’s a symbol of influence and affluence.
Jordan Heathfield, VP of connections at Assembly, emphasizes print’s emotional resonance, stating that it reinforces brand values and enhances loyalty. “Print isn’t just a medium; it’s a symbol of influence and affluence,” he says, particularly for luxury brands like Chanel, Dior, and Prada, which rely on print for brand prestige.
While digital media has overtaken the mass market, many fashion brands still see a high return on investment in print advertising. Nicole Seah, executive director at Zenith Singapore, notes that print publications remain a critical platform for fashion brands, offering editorial visibility and authentic engagement through carefully curated content.
However, the decline of print is undeniable. Global print ad revenues have halved since 2016, and many publications have been forced to shut down or go digital-only. Popular magazines like U Magazine and News Corp’s regional titles in Australia have shifted to digital formats due to declining readership and advertising revenues. As Laura Kleiman from Bench Media points out, “Digital advertising offers more precise targeting and less wastage, making it a more attractive option for media buyers.”
Despite these challenges, the appeal of analogue media is resurging. The rise of vinyl records and the renewed interest in print photography demonstrate that consumers still value tangible experiences. This trend is particularly strong among younger generations seeking authenticity and mindful consumption.
Looking forward, the future of print is not about nostalgia but adaptation. Innovations like augmented reality, QR codes, and personalized printing are blurring the lines between physical and digital worlds, ensuring that print remains a dynamic force in modern advertising. Heathfield believes that print will continue to evolve, appealing to those who seek quality, depth, and a tangible connection with brands.
