Over the past decade, digitalization has provided various platforms of media including radio, magazines, newspapers and more with the opportunity for growth. Like any logical business should, many of them expanded their digital operations and in order to do so have cut back on paper. Throughout these changes, some media moguls are saying their choice to get on the digital bandwagon is by no means an indication that print is weak.
Vogue, The New Yorker and Wired are all published by Conde Nast, a media company with that currently serves 95 million consumers, as reported by Computerworld. According to Joe Simon, the company's CTO and Executive Vice President, print deserves much of the credit for the company's successful past year. Simon said the increased attention paid to digital is not a result of print's shortcomings.
"Trying to tell my bosses print is dying was never taken seriously," he explained, according to the source. "It's not, not for us. News magazines are getting killed. But these are aspirational magazines. People want to be seen holding them in their hands," says Simon.
Conde Nast sees print grow
As stated in a press release from 2013, Conde Nast experienced growth in each platform of advertising including print compared to the previous year. That year, eleven of its brands including Allure, Vanity Fair and Vogue saw their best results since 2008. The 1.7 percent growth in print combined with a growth in digital increased the company's revenue by over 3 percent.
Last fall the company reported financial growth in 10 publications ranging from 2 to over 38 percent increases. Teen Vogue, with an audience based around a generation that was raised on digital platforms like Facebook, Twitter and Instagram, made the top of the list with a 38.5 percent increase. Subscribers can choose print options like newsletters and magazines in addition to online services. Not only is Conde Nast growing in print, it is doing so in style. As the article published by Computerworld pointed out, several digital successes including movies owe credit to print origins.
In 2006, Martin Scorsese released a film based on an actual crime that happened in Boston called The Departed. Prior to the film, a generous portion of the ongoing scandal of an FBI agent giving information to the mob was published through national newspapers. The coverage of the infamous Whitey Bulger resurfaced in media headlines again when he was convicted after a long-awaited trial. Another movie based on Whitey Bulger, this one starring Johnny Depp, is scheduled for release in the next year. Wired published a story about the CIA pretending to shoot a movie in Tehran in order to save Americans. That story served as inspiration for the movie Argo, which was released in 2012.
Conde Nast is proving print, the foundation for many products in the digital age, is not only holding its ground but is increasing. Magazines, newsletters and other print products could accentuate growth of a digital or non-digital company. Businesses can obtain inspiration and evidence from these successes. Print is a lucrative marketing tactic.