Will digital media decline and is print making a comeback?
The magazine world has been under strain in more than a decade or so - but there's a chance we'll see a revival?
I worked in the publishing world for a bit, first at an independently-owned online publication and then recently, I was on the digital side at House & Garden SA.
I grew up seeing the local South African publishing market shift from having tons of titles (RIP) to being a mere shadow of itself. I can’t imagine what it feels like to be a former print magazine professional who saw the height of the big media advertising spend, witness what we’re seeing now. But despite this, I think there is a real leaning towards print magazines seeing a rise in subscriptions or readers.
I’ve been lucky enough to contribute to two print magazine issues this year, and I genuinely cherish the copies I have.
We’re living in an AI world, a cost of living crisis and it’s tough to decide what to spend your money on. During the height of the COVID-19 pandemic, I found myself gravitating towards “real” things again. I started reading, doing creative projects and wanting to collect items I could revisit, reuse and enjoy in my home. My abode became a work/home/survival space.
As we witness the ongoing rise of AI, there’s already a distrust around what we’re seeing online. Digital media will always be relevant, but I do think we’re experiencing a sort of fatigue.
Now, I’m not saying that we can fully trust print (what with the propaganda running rampant these days) but a print ad is a print ad. You can’t deepfake a piece of paper and after seeing a weird video about Elon Musk where his likeness was used to sell some bogus product - I think we’ll see more advertisers turn back to traditional media sources.
Recently, beloved NYLON Magazine announced that its print iteration will be returning in April 2024. I don’t know about you, but print NYLON was the basis for so much of what I loved in the early 2010s. I remember seeing mention of Azealia Banks in a cool girl feature for the first time and discovered her 212 music video shortly after.
One of my favourite creators, Rian Phin (aka @thatadult) predicted this in April, along with the love for analog amongst Gen Z and younger demographics.
I want to spend my money meaningfully, and having books or magazines, however edited is one way to revisit the things I love. Do I think print will miraculously come back and return to the same massive heights? Probably not. But I will be considering signing up for physical subscriptions next year. I want to spend less time on electronic devices and return to analog activites (journalling, painting, reading etc) Despite rising costs, it makes sense to spend money on something I can enjoy.
Earlier this year, Youtuber, video essayist and podcaster Mina Le, outlined why the fashion magazine has “died” somewhat. And while I agree, we definitely don’t live in pre-2008, Devil Wears Prada world, I do think the audience has shifted.
One of my favourite creators both on TikTok and Instagram, Lara Violetta, makes a point to show her love for collecting magazines and most importantly, visiting the shops that sell them. It feels like a return to a niche it girl thing. It’s like realising you enjoy buying online and receiving your items a few days later, but you can also enjoy a retail experience in person and go home with your purchase immediately.
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Ultimately, if you enjoy something - just participate in it if you are able to. Don’t let trends dictate solely what media you consume or how you choose to engage. But deep down, I do hope we see the rise of print magazines coming back to a bookstore and supermarket check-out aisle near you.
x A