The Proof is in the Printing
By Jerry duPhily
Bob Yearick’s Bookish feature in last month’s issue was cause for celebration here at Out & About. The fact that area bookstores are not only surviving, but in many instances thriving, means there are many who haven’t conceded their newsfeeds to Meta and X.
Book sales up? Gen Z opting for print versions over e-books? That sounds like more people reading, which is music to the ears of this old-school publisher.
Anyone in this biz is painfully aware that the world of publishing changed years ago; today people consume content on the platform most convenient at the time. Therefore, to stay relevant your content must be available on as many platforms as possible. That makes publishing a more complicated — and costly — enterprise.
We at TSN Media (parent company of Out & About) know that all too well. However, we also know how our subjects react when we put their story on paper — not just online. It’s as if we took them out to dinner; not just sent them a gift card.
Which is why we will continue to produce a print version of Out & About in 2024 — and continue to distribute it for free. Those reactions are invaluable. And, according to recent research, not uncommon.
In a 2023 survey by YouGov, 71% of readers in the U.S. said they preferred reading magazines in print vs. online. That number was even more dramatic in the United Kingdom — 82% of readers preferred print.
Then there’s the science. A fascinating article in AdWeek shares that studies show the brain reacts differently to things in print vs. digital. A different part of the brain is stimulated when you touch and flip pages while reading rather than simply viewing text on a screen. It results in a more emotional connection to your subject matter. Plus, you remember what you read longer.
Other studies indicate print readers feel more in control — likely because you are less distracted by hyperlinks, pop-ups and other multimedia elements.
I’m not saying print is still a media superstar. But it absolutely should remain in your starting lineup.
So, no, I’m not that surprised by the resurgence in printed books. Or that smartphones and tablet devices are aiding the growth of niche print magazines such as ours.
However, I was surprised to learn that, according to an Essential Magazines study, 49% of print magazine readers range in age from 18-34. Wow! Digital fatigue, perhaps?
So, print, digital . . . have it your way when it comes to reading. The important thing is, you’re reading. And hopefully, the content is from credible sources.
As for reading Out & About, enough of you have told us you prefer our print version. So, we’re going to do our best to accommodate.
After all, some of you have been reading us that way for 36 years. We’d like to make it 37.
