The Power of Print

When I travel, I always buy a magazine (or two or three) — usually Cosmo. This trip, in fact, I bought British Cosmo, which I have to say is way better than American Cosmo: less ads, more content (more DIVERSE content). As much as I love books, I also really love magazines for their colorful visuals, creative layouts and fun features. If you’ve flipped through a magazine recently, you might have come across an ad that looks something like this:

https://i2.wp.com/blog.realestatebook.com/files/2010/04/the-power-of-print-ad-2-cropped.jpg

or this:

https://i2.wp.com/powerofmagazines.com/images/coffee-full.jpg

They poetically boast of the idyllic “immersive power of magazines” — something we all know I sympathize and agree with. According to the ad’s chief creator, Michael A. Clinton, president of marketing and publishing director for Hearst Magazines, magazines are failing not due to a lack of readers like everyone assumes, but the evacuation of advertisers (NY Times). For the most part, readership has actually remained relatively stagnant. The dynamic, interactive, nature of the internet makes for the perfect space to entice consumers, while the more stagnant print simply can not compete.  That doesn’t mean, however, that the internet is an appropriate substitute for a print magazine. We need to learn how to live in media harmony — appreciate each for what it is, recognizing strengths, limitations and various media auras.

In short: buy magazines; they might be expensive, but also wonderful (added bonus: you’ll be sticking it to the man (manipulative advertisers) and won’t have to worry about silly pop-ups about dancing, singing dryer sheet).

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One thought on “The Power of Print

  1. This is super relevant to an article I just read in my Children’s Lit class about using alternative forms of literature in classrooms.

    There were studies looking at what type of reading material students prefer and magazines were the most popular with both genders (83% with girls and 71% with boys) and that magazines (as well as comic books and other “light” reading material) essentially act as gateway reading and students who read them are more likely to read more traditional books as well.

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