Like vinyl records and film cameras, print magazines are vying for a second life.
Driving the news: Tech news outlet The Verge is launching a new print magazine, the latest publication to lean into the medium after years of print products getting shut down. Outlets like LIFE, Complex, Nylon, and Spin have all recently rolled out or relaunched magazines.
- Fashion labels like Patta and Madhappy also recently launched magazines, while brands like Air Jordan have partnered with existing ones to take over entire editions.
Why it matters: Magazines are not typically profitable products these days, but brands are turning to the old-school medium to stand out in an oversaturated world of digital marketing — Complex’s new magazine even includes QR codes to buy products from its fashion line.
- Field & Stream, a fishing mag now owned by country musicians Morgan Wallen and Eric Church, is relaunching print to complement new merch and live music events.
Zoom out: Mags are particularly interesting to a subset of Gen Z that sees them as more novel, premium products. According to one survey, Gen Z Canadians are reading print products at the same rate as Boomers.—LA