Gen Z spends more time reading print than they do on digital platforms.
Find out more about this generation and their attitudes towards print.
By now Gen Z needs no introduction. They grew up with social media and tech and have never known a world without it. They’re also becoming the largest generation of consumers by 2020 and seem immune to any attempt to advertise to them. So how does that translate to the publishing world?
Through a three-part series, we examine the current state and future of print. From its unique relationship to Gen Z, its adoption by internet giants, to increased revenue, all the way to emerging markets, we take a deep dive into the power of print.
The U.S. newspaper industry shrunk by about $4.5 billion between 2011 and 2018, and respected publications such as The New York Times and The Washington Post have had extensive layoffs while others ceased their print version. But other publishers are refreshing their strategies for the print format and getting positive results.
While we live in a digital-first world, there is still a strong sense that print is valuable, especially to Gen Z. In 2018, The New York Times noted a rise in food-based, small-run magazines that focus on printed products. Notably, most of the magazines’ founders were 20 to 30 years old.
In fact, the last few years have brought in new, small and sophisticated titles produced on a shoestring by young editors, that seem to ignite the passion for print in their audiences. Consumer brands are also paying attention and racing to leverage the marketing opportunities associated with ink.