Why Are Digitally Native Brands Turning to Print?
What do Netflix, Dollar Shave Club, Bumble and Airbnb all have in common?
"They're all digitally native brands who have used clever tech innovations to go direct to audiences and disrupt their sectors!" I hear you cry. And you are right. But these brands have even more in common than their status as pace-setting digital disruptors. All of the aforementioned brands have, in the last year, launched print magazines.
For brands with digital tightly coded into their DNA, it might seem a surprising development. So why have these digitally native brands left their cyber-safe-space to create their own physical print magazines?
There are a plethora of reasons but the primary motive behind this move is simple: these brands are turning to magazines to protect their own platforms and products. All of the aforementioned brands are facing serious competition from rivals who are following the trails they have blazed – and in the face of this competition, they need to find new ways to build loyalty and future-proof their businesses. Netflix for example, under threat from Amazon Prime and Disney Plus, are forecast to invest as much as $22.5bn in original content per year by 2022 in a bid to keep people using their service.
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