Australasian Catalogue Association

Category: Media

Online brands turning to print

Digital-based brands are increasingly launching print magazines to improve engagement with consumers and access new sections of the market.

The latest is Airbnb, a site that allows people to rent out rooms in their homes, which just launched a glossy 128-page print magazine called Pineapple with travel features, food scene reviews and many four-colour pictures.

Other web-based companies turning to print recently include music site Pitchfork with its quarterly review, a biannual print magazine by Editorialist – a fashion accessories site founded by former Elle editors – and CNET, one of the oldest online tech publications.

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Fat Content Marketing Is In For This Year

In 2015, content remains king, says branding specialist and executive director of the Australasian Catalogue Association Kellie Northwood.

Consumers are more sophisticated and are demanding more than they ever have. They expect detailed content-rich information not snippets, so they can truly engage and align with your brand.

Retailers are already moving towards brandzines and magalogues – Seasonal stylebooks, product guides and celebrity ambassadors filling catalogues with information and page-turning content. Content marketing can also be a great leveller for small business, but it needs to be quality, not just social.

Strengthening this is online brands becoming print publishers to grow their offline presence. Airbnb has recently brought out a glossy new print publication called Pineapple. Their inaugural issue is $12, 128 pages, ad-free, and designed to spark coffee-table conversation.The physical presence is effective at proving a company as more than a website or an app, but as a lifestyle.

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Boon for heatset as catalogues supersizing

The country’s web printers are pumping out thicker catalogues as retailers add more detailed lifestyle content to reach the more than 10 million Australians who read them.

Australian Catalogue Association (ACA) executive director Kellie Northwood says brands are increasingly including editorial content like how-to instructions and style guides in addition to product promotions and specials.

“The strongest shift in catalogue trends this year is increasing page numbers and higher quality content as brands are using the effectiveness and popularity to lift their bands,” she says.

“A furniture shop might include a feature on how to decorate your house or a hardware store explaining how to use a product.”

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