Extra! Extra! Read All About It: The Print Media Comeback

Published on Nov. 12, 2024 at 11:52 p.m.

By Victoria Donato.

Over the years, in the ever-evolving digital age, print media has slowly been losing its power. Not many people still start their mornings by rushing toward the edge of their driveway, eagerly grabbing the paper and absorbing as much news as they can before heading to work. Today, most people seek their news and favorable content in an online format, as it offers greater readability and accessibility.

However, although reading print media is now considered more of a rarity, there are still some consumers who prefer receiving their news on paper. In more recent years, newspapers, magazines and more have been making a notable comeback, both locally and regionally. Specifically, this unexpected shift is pushing a significant impact on PR professionals who specialize in media relations.

The history of media relations in print
Media relations has steadily played an important role in the lives of public relations professionals. The roots of this relationship date back before the 18th century, when philosophers and others emphasized the power of persuasion through rhetoric.

Since the 18th century, PR professionals have leveraged newspapers and magazines to shape public perception and reach target audiences. Print media was initially the primary channel through which these practitioners shared client messages, managed reputations and controlled narratives with carefully crafted press releases, pitches and stories.

For decades, PR professionals have prioritized building strong relationships with journalists to secure valuable coverage for their clients, often relying on the credibility and authority of newspapers and magazines to reinforce their clients’ messages.

The print media perks
Print media is known for offering a more nuanced and in-depth style of storytelling, which enhances its credibility and builds trust. The production of print requires greater investment in both time and funds, resulting in stories that are typically more comprehensive and thorough.

Andrea Lindsley, senior partner at FINN Partners, in Nashville, Tennessee, has experienced firsthand the importance of print media from both journalism and PR perspectives. With over 23 years at the agency and a background as a news producer and reporter for ABC News, she values the unique impact print offers.

“We pitch to all mediums: broadcast, print, social and digital,” Lindsley said. “But I think print has stood the test of time because it has the credibility of long-form journalism, and it produces a tangible thing that you can hand to a client. It also lives online and is searchable digitally, so it is the best of both worlds. When we get our clients in a reputable print pub, it’s a big win.”

Lindsley said that although some print publications have gone digital only, traditional print media is still at the top of her and her team’s lists.

Beyond trust and credibility, print media brings a powerful storytelling component that benefits brands and businesses worldwide. Brett Hudson, a journalism instructor at The University of Alabama and former sports reporter, explained that print allows for deeper engagement with audiences.

“In a print product, the reader has chosen to grab your product, hold it in their hands and focus their attention on it, instead of everything else in their general vicinity,” Hudson said. “You have a more captive audience there than you would with someone reading it on their phone who’s constantly getting notifications from other apps or people messaging them. You can use different storytelling techniques, such as longer narratives or anecdotes, and take more time to draw your reader in.”

Essentially, businesses and brands can benefit significantly from having their names appear in print media. This placement allows for more detailed, in-depth storytelling, which tends to engage readers more deeply and generate greater interest. Additionally, PR practitioners’ pitches are often well-received by journalists in print media due to the opportunity for longer, more comprehensive stories.

The comeback and digital platform integration
Print media is slowly but surely making its comeback, after years of a predicted downfall, and this is likely due to the Generation Z audience. Print media is experiencing a surprising resurgence, with younger audiences driving interest through social media, where platforms act as gateways to niche interests and nostalgia for printed formats.

This revival reflects a shift away from digital saturation, as consumers existing in the Generation Z seek tangible, curated experiences that differ from algorithm-driven content. This is fueled by nostalgia, the desire for authenticity and an appreciation for lasting journalism.

Elisa Suri, vice president at Trevelino/Keller, explained that she and her team love to see that people are turning back to print media, specifically when these publications feature their clients.

“In the same way that Gen Z is bringing back the digital camera, there is something comforting about holding a physical magazine, newspaper or book in your hand,” Suri said. “In addition, there is a sense of greater trust in print compared to digital.”

Additionally, this particular audience has perhaps realized that although the digital world provides a large array of perks, there are still negative aspects that come along with it.

Hudson mentioned how more people have become aware that spending extensive amounts of time on their screens can negatively impact them, both physically and mentally.

“A lot of people have screen time monitors and tracking on their phones, so they’re aware of the physical and mental impacts of how much time they’re spending on their screens,” Hudson said. “And they may try to cut that back, so that could be kind of a way that the generation is having its cake and eating it too — where you can try to cut back your screen time without disengaging from the world. That could be a situation where a print product becomes more popular.”

As print media is making its comeback, PR professionals are once again met with a trusted, in-depth platform that complements digital channels, strengthening audience connections in today’s saturated digital media landscape.

This blend of tangible and digital presence helps brands build lasting credibility and engage audiences on a deeper, more personal level.