For many years, print publishing has taken a right battering as digital media has eaten its lunch, in terms of both readers and advertisers. The digital media has also been pretty destructive to vinyl records, but after a sustained period of decline, vinyl sales are making a comeback. Could the same thing now be happening with print?

Last week, we visited specialist magazine shop,  Magazine Heaven in Rushden Lakes Shopping Park, Wellingborough. It’s been open about a year and seems to be thriving with a range of over 2700 magazines from everything from food to fashion. To me, this is a positive sign that print publishing is making a comeback…at long last. This is mainly being driven by the growth of new specialist, niche magazines published by independent companies, rather than the traditional big publishers.  At the same time digital brands like Facebook, Airbnb and Amazon have recently turned to print publishing for the first time to promote themselves.  So why is print making a comeback?

Here are a few reasons why I believe people (and brands) are rediscovering print:We scan-read online but most people prefer to read on print as it’s easy to concentrate.

People prefer to read in print when the content is long or complicated to take in.

There is a “Creative Renaissance” going on at specialist end of publishing

People are starting to re-appreciate the tangible and tactile nature of the print experience.

At Complete, we have always been proud to have worked with a range of creative magazines that have helped start and support this creativepublishing renaissance which includes i-D, Dazed & Confused , Art Review, Disegno, and more recently Jock & Nerds. 

Long live the print revolution!  

Ecommerce has created fantastic opportunities for all types of companies - big and small - all round the world over the last 15 years.  However one of the big challenges of Ecommerce is the issue of returns. Its estimated, that in the US alone, the cost of returns will be $550 billion by 2020, which is an increase of 75% on 2015.  The issue of returns is even worse for “expensive” products as this research below shows.  The average return is an astonishing 50%. Clearly offering returns gives customers the confidence to buy online without the opportunity to actually see and touch in real life.  However the cost of returns is increasing year on year and this can destroy a company’s profits. As well the huge costs it is also a logistical nightmare for companies to deal with and probably an area that causes lots of customer dissatisfaction.  The research in this area, shows that one of the key reasons for returns is products “not being as described”.  Very often this due to product’s being shown on a website as one colour variant but arriving in reality in a slightly different hue.  The slightest difference in colour can be crucial for customers, especially as we have seen in the expensive, luxury end of ecommerce.  So for example, when browsing and buying a new sofa online or from seeing in a printed brochure, it looks the perfect colour to go with the decor of your lounge. Yet, when it arrives its not quite the right shade you expected and doesn't quite work with your existing decor.

May 2019. After a two year hiatus Jocks & Nerds have relaunched a bi-annual book. Having worked on this independent magazine over the years, we were delighted to be a part of it's comeback. In a world of endorsed influencers and regurgitated press releases, Jocks & Nerds is a refreshing read undiluted by outside pressures, committed to creating unique content looking at today's culture and seeking out interesting people.
If you are interested getting your hands on a copy, email [email protected] to place your order.  

Complete has worked on the media campaigns for Furniture Village delivering successful TV and radio advertisements for over three years. From brief to media channels, we work at a fast moving pace to create the four seasonal campaigns which consistently reach a year-on-year uplift in sales.

Working with Creative Director, Daren Ellis we produced a luxury media campaign for our client William & Son. As a retailer of high end luxury goods which span from diamonds, to leather goods and homewares our brief was to devise a shoot to present a variety of products across one cohesive campaign. By creating bespoke still life sets using glass and paint effects it set the product in a meticulous and modern tone.