Retailers are looking to different kinds of print marketing to engage with customers and promote their brand and products. One of the methods growing in popularity is Store Magazines and an example of this would be the instore publication ‘Edition’ by John Lewis. The magazine, available free to customers, emphasizes the vast assortment of goods in store and tempts the reader to shop in departments they may not previously have shopped in, both in store and online. This cross-selling and branding exercise comes across as a far more appealing tactic than a more basic special offer leaflet or even an email. In fact, research suggests that a reader of a branded magazine will spend around 20 minutes with it while you’re lucky to get a couple of minutes with email or online content. Interesting.

No doubt the information found in the magazine is also available online and emailed to newsletter subscribers, but the very fact that retailers put time and resource into these print medias would suggest that tangible marketing material is still important and relevant to their target audience. This suggestion is backed up by the fact that ‘Edition’ held the number one spot in women’s’ lifestyle and fashion titles for quite some time.

It seems that the print bandwagon it the one that needs jumping on!