It’s not easy for printing and publishing companies to stay competitive in an increasingly digital age. Businesses must find ways to keep their product unique and appealing to customers. Along with having quality reading material, the actual book or magazine must remain professional in appearance.
Using laminating machines can add an extra layer of protection to pages, while paper folding machines guarantees a uniform crease for direct mail pieces. When these devices are combined with comprehensive information, organizations can be sure to reach a wide variety of customers.
However, another important thing to keep in mind is that integrating new technology with the old can reap great benefits. For example, Teen Vogue has remained competitive in the teenage magazine market by using digital and printed content. According to Jason Wagenheim, the magazine’s publisher, it was crucial to reach readers on platforms they were already using. He told The New York Times that’s why Teen Vogue created a mobile game that let readers dress a virtual model as well as an e-commerce application.
“While Teen Vogue’s total circulation remains down from its peak of 1.5 million in 2005, according to Alliance for Audited Media, it has hovered at slightly over one million for the last five years,” the article said. “Magazine industry experts say that’s notable because its editors are catering to a readership with a narrow age range that outgrows the magazine every few years.”
Additionally, fourth quarter data from the Publisher’s Information Bureau, Teen Vogue’s advertising pages rose by 8.3 percent compared with the same period the year before. During the same time, Vogue’s advertising pages rose by only 0.3 percent and magazines overall saw advertising pages decline by 7.2 percent.