American writer Mark Twain might, as he did when his own demise was reported, quip that the death of print media has been greatly exaggerated.
Whether it’s a desire for nostalgia, a way for audiences to disconnect from an online-first world or the yearning for a physical product that prioritises high-quality production and content, print – and specifically magazines – are in somewhat of a renaissance in Australia.
Industry insiders say that for the right brand and at the right time, print can still deliver effective, measurable results in 2024, especially when combined with other channels.
Roy Morgan data shows that from June 2023 to June 2024, magazines in seven categories all increased readership: Food & Entertainment (+0.3%); Home & Garden (+1.6%); Business, Financial & Airline (+12.7%); Women’s Fashion (+3.4%); Sports (+4.2%), Music & Movies (+4.6%); and Motorcycle (+8.3%).
Four out of ten (42%) of the titles in Roy Morgan’s dataset experienced readership growth over the 12-month period, with 18% experiencing double-digit growth, as 10 of the top 25 magazines by print readership saw an increase in audiences, including National Geographic, House & Garden and Vogue Australia.
Nine Publishing’s results for the year to June 2024 also showed a 5% growth in subscription and licensing revenues (excluding Domain) to 31% of wholly-owned Group Revenue, and while overall publishing revenue was down 3% to $558.6 million, print advertising performed better than digital advertising over the year.
A mix of new and old titles leading the charge
Are Media counts Australia’s top two most widely read paid magazines among its brands, with Better Homes and Gardens having a print readership of close to 1.8 million and The Australian Women’s Weekly sitting on 1.2 million.
Almost all print titles in the company’s Homes vertical achieved year on year individual increases in readership, with Home Beautiful up 22%, Country Style up 21%, Inside Out up 13% and House & Garden up 7%.
And in the fashion and beauty space, Are Media announced the return of ELLE print magazine, publishing two editions of ELLE Australia this year before growing to four editions in 2025 with a view to hopefully progress to six the year after that.
Are Media’s CEO Jane Huxley said magazines often evoke a sense of comfort and familiarity that digital formats lack.
“There isn’t a digital replacement for the tactile sensation of turning the page of a magazine or a book, and there is often a strong mental association with ‘time out’ – a break over a cup of tea, or an escape,” she said.
“Increasingly our readers tell us that the ‘time out’ is also a break from the constant connectivity of digital life – and that a more focused distraction free experience offers a degree of mindfulness that leaves them feeling less stressed.
“Print media often emphasises high quality journalism and in-depth reporting that we see less of online. That engages the reader differently and helps to reinforce brand loyalty.”
The Australian Women's Weekly March 2024 issue
Independent Australian publisher RUSSH Media recently launched a third print title in the beauty and wellbeing space, but it may have been the relaunch of Cosmopolitan magazine that was one of the biggest moves in print in 2024.
Back in the Australian market as of last month, the magazine returned following a hiatus of almost six years, with a blend of content spanning style, beauty, technology, relationships, entertainment, and career and financial advice.
Six print issues are planned annually with digital assets utilising online and social media to provide an omnichannel brand experience.
The relaunch was led by publisher Katarina Kroslakova’s publishing house KK Press, which also has the likes of T Magazine (NYTimes Style Magazine) Australia, Maserati Magazine, and Winning Magazine in its portfolio.
Kroslakova said that Cosmopolitan is a brand that naturally evokes a deep sense of nostalgia and emotional connection, both of which have been key drivers of its resurgence in print.
“The response to its return has been nothing short of extraordinary – readers have genuinely been overjoyed. It's almost like Cosmo never really left, and people are thrilled to have it back in their lives,” she told AdNews.
“And because it’s such an iconic brand, younger Gen Zs who perhaps didn’t grow up with it, have heard about it and they want to try it too. This reaction ties into something bigger, though. We're living in an age of constant connectivity, and that can be exhausting.
“People are craving opportunities to disconnect, and print magazines offer exactly that – they provide a tactile, immersive experience that allows readers to take a moment away from the digital grind.”
Another publisher who has utilised partnerships to revitalise print products is The Brag Media, securing the rights to publish Rolling Stone Australia in 2019, taking on the representation for 14 other Penske Media Corporation titles across Australia and New Zealand in 2021 and launching Variety Australia in 2022.
The Brag Media’s head Jessica Hunter said that it's been encouraging to watch the continued strength of Rolling Stone's print product, which saw a 4.6% increase in readership from 2023 to 2024.
“In an age of endless scrolling, the physicality of a magazine offers a unique and nostalgic experience for readers. It's a tactile connection to the content that simply can't be replicated digitally,” she said.
“From what we hear from our readers, and for me, is that Rolling Stone magazine provides a much-needed escape from the constant barrage of screens. It offers a focused reading experience, free from distractions and interruptions.
“But it's not just about the experience; it's also about the content. The magazine's commitment to investigative reporting and thought-provoking articles sets it apart."
Other publications, like long-standing surf magazine Tracks, are exploring new avenues to remain relevant in today’s digital-focused world.
Currently published by nextmedia, the magazine recently launched a capital raise led by surfing world champion Kelly Slater, with all three of the original founders of the 54-year-old magazine expressing an interest to reinvest after selling in the late '70s.
Tracks has planned several ventures outside of its traditional magazine, which publishes six times a year, including a reality TV show documenting surfers travelling Australia’s coast; an Airbnb-style platform offering curated accommodations for surfers; and a 24/7 surf, snow, skate, music, and lifestyle channel.
Tracks’ editor Luke Kennedy said that nostalgia certainly plays a part in the rise of print readership, as for most people, picking up and paying for a magazine helped confirm their identity - what they were into and who they were.
“Accessing the information via social media for free almost feels too easy; there is no commitment, but like buying an album, buying a magazine is still a badge of honour - a sign that someone has gone a step further,” he said.
“It’s also about a desire for a state of mind. One where you can be totally immersed in the content. No flicking or scrolling. Someone has already sifted, dismissed the dross, done the editing and made the selections for you. Just read and enjoy.
“Magazines have a beginning and an end. Reading one gives a sense of completion. For some the internet and social media is an unbounded abyss. That can be unnerving and anxiety inducing. There is a sense that you will never quite be keeping up. Read a magazine and you have the distilled, high quality content.”
Tracks issue No. 587
Media agencies still seeing demand, use cases for print
It isn’t just readers who are buying in though - as magazines hit the shelves, advertisers are keen to get their brands in front of a different set of customers than digital offers.
Figures provided to AdNews from Bigdatr show that for FY22, the top five industries investing the most into magazines in Australia were Clothing and Accessories ($15,130,273); Government, Political Parties, Industry Associations and Union ($4,131,383); Hardware Retailers and Products ($3,754,658); Automotive ($3,324,539); and Tourism ($3,093,078).
The total spend of all industries on magazines in FY22 totalled over $65 million.
For FY23, however, overall spend was up on the previous year, as the total investment on magazine advertising tallied over $73 million.
While Clothing and Accessories continued to lead the pack ($17,760,570) and Automotive also increased its spend ($3,531,527), different industry verticals entered the top five in terms of investment, including Travel and Accommodation ($6,975,924), Travel Agents ($3,531,527) and Food, Produce and Dairy ($3,132,709).
Initiative’s strategy manager, Summer Treseder, said that marketers and media planners need to recalibrate their understanding of print from a mass reach channel to a deep engagement channel.
“This shift presents an opportunity for brands to harness print’s unique ability to immortalise a brand’s message and drive mental equity, not just momentarily, but long-term,” she said.
“Whether that’s resurrecting a decommissioned publication, a strategic placement in a beloved magazine, or a collaboration with an established platform, print gives brands the power to capture a specific moment in time for leaned-in readers.”
Treseder said that Initiative analyses the best media mix to meet a campaign’s objectives and goals and chooses print when it aligns with strategy, with one example being the launch of Amazon Prime Video’s series ‘Class of 07’, a show steeped in high-school 'noughties' nostalgia.
“To transport Aussies back to 2007, we needed a media format that acted as a time capsule itself, so we collaborated with Are Media to bring back the iconic 'Girlfriend Magazine' for a special, one-time print issue, blending 'Class of 07' content seamlessly throughout,” she said.
The magazine was crafted to feel like it was released in 2007 but relevant for a 2023 audience, featuring nostalgic throwbacks like a teenage Taylor Swift on the cover, '07-inspired quizzes, and a playful 'sealed section' with not-safe-for-work reviews.
The investment into print didn’t have to come at the sacrifice of other channels, however, with the agency integrating modern tech all throughout the magazine, including Snapchat and Spotify QR codes to access a ‘What’s your high-school vibe?’ quiz filter and bespoke playlists based on graduation years.
“The campaign was successful on every level and is a clear indication of the strength of print and how you can successfully integrate across other platforms,” she said.
UM’s planning director, Callum Wells, said although the most recent SMI numbers show that print spend is down 13% YoY, this provides opportunities for cost-effective reach.
“With the reprieve in consumer confidence, the bounce in print readership has two possible drivers: returning to work on a more regular cadence (hence, occupancy rates) leading to higher readership across the workweek, and improvements in household spending amidst sustained interest rates,” he said.
“Ultimately, what this suggests for brands and agencies is to still consider key print titles and news mastheads in the mix. With the right partner, print can enhance the ecosystem when considering publisher’s stacks of offering: digital, video and audio.
“Utilising a full ecosystem (i.e. combining print and digital) has shown to contribute to positive business effects as much as 62%, according to WARC. For this reason, I would still consider putting print to my clients as part of the right mix and brief objectives.”
Rolling Stone AU/NZ's September - November 204 issue
OMD Australia’s chief investment officer, Marelle Salib, said that print offers a sanctuary from the superficiality of endless scrolling and the paralysis of too many choices, as unlike the fleeting nature of digital content, print media champions quality over quantity.
“It provides long-form journalism that delves deep, offering in-depth reporting, thoughtful analysis, and compelling features. This is not just news; it’s a crafted experience that engages the mind and stirs the emotions,” she said.
Salib said that the credibility of print media is also an important part of its appeal, with its accurate and verified information a stark contrast to the dubious content that often populates digital platforms.
“For brands, this shift presents a golden opportunity. Aligning with reputable print media not only enhances their message but also places it within a context of authority and trust,” she said.
“Brands integrating strategies across print and their digital counterparts will generate better outcomes, blending print and digital to tell their story across multiple channels. Each platform offers a unique way to engage the reader, creating a rich, multifaceted narrative that resonates deeply.”
Havas Media Network Australia’s national head of partnership and adtech, Kevin Fernandes, said that for his agency’s clients, particularly in the lifestyle and healthcare sectors, print media remains a powerful way to capture the attention of audiences seeking first-hand insights, trends and information from experts.
“While digital consumption continues to grow year-over-year, print media maintains a unique position as a medium that delivers brand-safe, high-quality content, fostering meaningful connections for brands with their audiences,” he said.
The Media Store’s chief strategy officer Sam Cousins said that while machine-guided content continues to take away choices and homogenises content, culture and experiences, print journalism understands deeply the audience it connects with, investing into both qualitative and quantitative research with real people to get real insight.
“When someone picks up Vogue – which saw a +3.8% readership increase year-on-year - they are not only spending money on the magazine, but they are finding time to engage with that medium and know the content will be designed exactly for them,” she told AdNews.
“The same can be said for National Geographic, House & Garden and Delicious which all saw increases in readership too, showing our passions align with content. As the younger generations evolve we will start to see a counterculture of algorithm rejection.”
Cousins said that for her agency’s client mix, though, the hard part is in still proving the effectiveness of print against other channels, especially with a higher CPM.
“This is where the role of channel becomes imperative and a structured measurement framework is needed to ensure understanding and success,” she said.
This is Flow’s business director Lauren Bauer said there's a certain yearning for not only the tactile experience of holding a magazine or newspaper, but the simpler times before technology dominated every aspect of modern-day lives.
“Print media offers a precious opportunity to disconnect and immerse ourselves in a moment of pure, uncomplicated engagement,” she said.
“In an era where notifications rule and attention spans are dwindling, many people are becoming increasingly aware of the negative impact of excessive screen time. In response, they are intentionally seeking ways to disconnect and engage with content differently.”
Bauer also agreed that with growing distrust in digital news sources and algorithms that shape information consumption, people are increasingly turning to trusted print media for diverse and reliable perspectives.
“As we become more aware of how our feeds are tailored to reinforce our existing viewpoints, print media offers a refreshing alternative.
"There’s something deeply satisfying about reading a magazine or newspaper from cover to cover, engaging with well-researched journalism, and exploring stories and perspectives that might otherwise be hidden behind paywalls and algorithms,” she said.
In the travel sector, Bauer said that print remains a vital channel for many brands and integral to supporting communication across the entire marketing funnel, with This Is Flow leveraging print media to educate audiences about travel routes and to promote limited-time offers using unique booking codes, which helps give an indication of performance.
“We are actively exploring which print environments yield the best results and trying to determine the optimal stages of the marketing funnel for their use, along with ensuring we can accurately measure the effectiveness within our wider marketing mix,” she said.
“Our approach to print advertising is closely aligned with the target demographics of our brands, and where use of the channel is strongest. We look to align with publications that our audience choose to spend their lean back time with, and then try to either inspire them in the dreaming stage or ask them to consider specific offers in market.”
Cosmopolitan Australia August - September 2024 issue
Publishers seeing growing interest from advertisers
For The Brag Media’s Hunter, she said the growing interest from advertisers her company is seeing is not just about seeking traditional magazine ads but also highly impactful print activations.
“Customised partnerships, which go beyond traditional ad placements, are becoming increasingly popular. Advertisers are seeking innovative ways to engage our audience and align with our brand values,” she told AdNews.
“Music, entertainment, audio and tech companies naturally gravitate towards advertising in our quarterly Rolling Stone editions. However, we also partner with non-endemic brands like Movember and the Cancer Council Victoria to create mini-magazines that align with their causes, produced with the same level of care and attention as our regular issues."
Kroslakova said when her company launched T Australia in 2020, it was pleasantly surprised by how much younger the subscriber base was compared to what might have been expected.
“We saw a lot of interest from creatives, advertising professionals, architects, and fashion-forward individuals – many of them younger executives. It was really the "cool crowd" who had already fallen in love with T in New York, and they were eager to have their local version here in Australia,” she said.
“Our pre-launch subscription drive really tapped into that enthusiasm, and our EDM open rates were an astonishing 70%. That level of engagement is rare, and it tells us that there's a real appetite for reliable, high-quality content that's thoughtfully curated and created by experts.”
On the other hand with Cosmopolitan, she said that a much broader demographic is showing interest, including a significant number of 35-44-year-olds.
Are Media’s director of sales, Andrew Cook, said that the company’s audience sees ads as part of the experience, driving greater resonance and recall.
“Smart marketers know that this deep engagement of a paid-for product primes audiences to be more receptive to advertising messages,” he said.
“Our research reveals that 40% of women who read magazines don’t just skim; they fully immerse themselves in the content, with 64% describing magazines as completely absorbing.”
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