The challengeThe problem
with print

A static medium for an increasingly globalized audience

Revaluating a print-led strategy for a global 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?

We started to wonder whether it was possible to have a digital publication that would not only showcase our long-form content, but also make sense from a strategic viewpoint for the business

Michael Piggott, Editor, The Marketing Society

Why print is falling behind

Complex workflows

Creating a print publication involves a huge amount of design involvement and the printing and binding process itself is both costly and time-consuming.

Difficult distribution

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.

No analytics

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.