A static medium for an increasingly globalized audience
The Marketing Society's quarterly print journal "Market Leader" ran for 20 years. The Society decided to retire it a year and a half ago over their doubts on the future of print for a global audience. They then began to focus on relaunching a more modern website, but this prompted the question: can their move to be more digital go beyond just the website?
Creating a print publication involves a huge amount of design involvement and the printing and binding process itself is both costly and time-consuming.
As the digital age opens up new audiences around the globe, your capacity to reach everyone interested in your content is limited if it's hosted in a physical paper copy.
Content that isn't informed by data is guesswork. Paper publications have no analytics, which means content performance can't be measured beyond what people tell you, which can be subject to bias.
