print publishing

Print marketing, magazines, and catalogs are making a comeback in 2023 and beyond, but the strategies for these formats look very different than they did years ago. Here’s an inside look at what trends are rising to the top and catching the eye of today’s consumers.

Once upon a time, value-conscious consumers eagerly open their Sunday newspapers, searching for the ubiquitous print circulars with weekly retail deals. Those coupons and specials helped inform their decisions regarding where and when to shop and what products to purchase. With today’s rising inflation, consumers seek ways to make every dollar count by taking advantage of special values and promotions, and retailers offer more coupons to keep their prices competitive.

Retail chains continue to rely on printed and digital brochures when it comes to distributing their advertising budget, as these are still one of the most valuable and reliable ways to reach consumers.

Alongside many retailer tech-first approaches over the years, putting ad spend toward something more analog: the print catalog, sent alongside a slew of other direct-mail products, offers an incredible opportunity to deliver rich, tactile shopping experience targeting prospects as well as existing customers.

Since the invention of "mail merge" in 1980, companies have developed new and better ways to personalize their documents by using multiple data sources and smart technologies to create customized catalogs and other materials.