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In today’s marketing landscape, digital advancements are rapidly enhancing how tourism businesses engage with travelers. However, even in the rush to embrace everything digital, we’ve seen a growing recognition of the enduring value of analog experiences, particularly print.
As David Sax observed in his novel The Revenge of Analog, digital's initial dominance once rendered print nearly obsolete, but today, the perception of print's value is experiencing a resurgence.
Despite the prevalence of digital channels, print media remains a vital part of the strategy for many companies. In 2022 and 2023, over 70 new magazine titles debuted each year in the U.S., with the majority focusing on niche interests. These publications cater to specific interest-based audiences, offering a level of engagement that is often missing in the fast-paced world of online content. This approach aligns perfectly with destination-focused visitor guides and other print pieces that allow for hyper-local storytelling, like Maryland’s guide to the Underground Railroad or Loudoun County’s Wine Trail Guide.
Even online giants like Wayfair, Amazon and Bonobos are recognizing the power of print. Wayfair’s head of North American marketing, Bob Sherwin, noted that their print catalog offers “a rich, tactile shopping experience” that enhances customer engagement. Similarly, satirical newspaper The Onion, which stopped printing in 2013, revived its print edition in the summer of 2024, while SAVEUR magazine celebrated its 30th anniversary by launching a new quarterly print edition available for $25 per issue, demonstrating that a strong distribution strategy is essential in the print equation. These pieces are designed to continue the conversation.
In today’s marketing landscape, digital advancements are rapidly enhancing how tourism businesses engage with travelers. However, even in the rush to embrace everything digital, we’ve seen a growing recognition of the enduring value of analog experiences, particularly print.
As David Sax observed in his novel The Revenge of Analog, digital's initial dominance once rendered print nearly obsolete, but today, the perception of print's value is experiencing a resurgence.
Despite the prevalence of digital channels, print media remains a vital part of the strategy for many companies. In 2022 and 2023, over 70 new magazine titles debuted each year in the U.S., with the majority focusing on niche interests. These publications cater to specific interest-based audiences, offering a level of engagement that is often missing in the fast-paced world of online content. This approach aligns perfectly with destination-focused visitor guides and other print pieces that allow for hyper-local storytelling, like Maryland’s guide to the Underground Railroad or Loudoun County’s Wine Trail Guide.
Even online giants like Wayfair, Amazon and Bonobos are recognizing the power of print. Wayfair’s head of North American marketing, Bob Sherwin, noted that their print catalog offers “a rich, tactile shopping experience” that enhances customer engagement. Similarly, satirical newspaper The Onion, which stopped printing in 2013, revived its print edition in the summer of 2024, while SAVEUR magazine celebrated its 30th anniversary by launching a new quarterly print edition available for $25 per issue, demonstrating that a strong distribution strategy is essential in the print equation. These pieces are designed to continue the conversation.
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