For years, experts have sounded the alarm that print media is on its last legs. Over the last decade, especially since 2020, we’ve seen headline after headline telling us print is dying or already dead. 

“The Magazines We’ve Lost.” 

“2022: The Year in Dead Print Publications.” 

“Internet Crushes Traditional Media.”

It seemed like the inevitable had happened—digital brought the death of print. But lately, whispers in the industry are different, positioning print not as dead but as resurging, even becoming a premium luxury. 

So, which is it? Is print a dying medium? Or does its resurgence mean it’s the PR focus for the future? 

Nardi’s take: neither. 

The answer lies somewhere in the middle. Print isn’t dead—it’s evolving. Those evolutions have PR implications—but it might not be what you think. Read on to find out our insights on all things print and PR!

Print: Resurging with a New Purpose

To understand print’s role in the future of PR, we need to think about what the print resurgence actually is (and what it is NOT). 

Print is making a comeback, but the truth is that the purpose of print publications has changed—likely for good. Physical magazines and newspapers are no longer a source for breaking news, and it’s easy to understand why. 

Digital media allows for up-to-the-minute updates. Readers can follow along for real-time fact-checking during debates, breaking news, and real-time coverage in a way that print doesn’t allow. 

That doesn’t mean print has no place—instead, print is carving out a niche as a medium for timeless, evergreen content. 

Changes in the Print Industry

Christopher Heck, Vice President of Integrated Marketing at The Arena Group, shared with us that print is now focused on elements such as in-depth interviews, features, and unique photography. 

“More and more publishers are focusing on quality over quantity, producing few issues with high-quality paper that readers keep on their coffee tables and read in stages over several weeks or even months.” Heck said. 

Publications are printing less often, focusing on specialty issues, and shifting to a premium experience with higher quality paper and captivating visual design. Magazines are increasingly embraced as keepsakes, offering an experience that can’t be replicated online. 

Bloomberg Businessweek recently began republishing in print—now coming out monthly rather than their weekly cadence of the past. Nylon Magazine dove back into print with a special 25th Anniversary Edition. Playboy returned to print with an annual edition, positioning itself as more of a collectible lifestyle magazine than a traditional brand. 

Today’s print spaces are less about reaching the masses and more about targeting specific, high-value audiences. Publications that cater to luxury, fashion, arts, and design aficionados are thriving with curated, high-end editions. These magazines offer readers a tactile, immersive experience—something digital simply can’t replicate. Think of them as part art and part content.

What Print’s Resurgence Means for Your PR Strategy

So, is print worthwhile from a PR standpoint for smaller to medium-sized brands hoping to spread their message? It depends. 

While print still holds prestige, the opportunities for organic PR placements are dwindling. With fewer issues, there’s less room, especially for smaller brands.For experts and spokespeople who have relied on print as a platform to share their stories, this shift means navigating a tougher landscape.

If your goal is to increase visibility, print is unlikely to give you the best ROI—partly due to measurability and partly due to pure reach. 

Online campaigns allow you to measure results down to the impression level. With tools like call-to-action links, engagement metrics, and conversion tracking, organizations can make real-time adjustments to their strategies based on data. But when a story runs in a magazine, there’s no way of knowing how many readers will engage with it—or even see it, for that matter. 

Additionally, print readership still remains small compared to digital. Heck pointed out that “being featured within an iconic publication would be an absolute dream to organizations and experts, but the overall readership isn’t as vast as you might think.” 

Take Vanity Fair, for example. Its rate base—the number of people who will receive or purchase the issue—is less than 2 million. That’s just a fraction of its total audience, given that VanityFair.com reaches roughly 15 million monthly visitors and its social media presence boasts an audience of over 22 million. 

Print remains an aspirational get, but solely relying on it may not deliver the reach or ROI clients are looking for. That means print is best viewed through the lens of building credibility and aligning yourself with a publications’ aesthetic and values—not as a way to expand your reach. 

The Bottom Line

The resurgence of print presents exciting opportunities—but it’s not the best fit for everyone. For smaller organizations with limited PR budgets, digital platforms often provide a bigger bang for their buck. 

That said, print still carries a halo. Being featured in an exclusive, high-quality publication sends a strong signal of credibility and prestige. 

The bottom line? If you have the resources to chase print features, go for it. But if you are operating with limited time and money, resist the temptation to focus on print. 

For the right brand, appearing in print can elevate a message and build credibility. For others, the better play may be to focus their attention—and budget—on building digital campaigns that deliver measurable ROI. The key is knowing what your goals are and aligning your PR strategy with the platform that best helps you achieve them.

The good news is that you don’t have to navigate these questions alone. We’re here to help you form the best PR strategy, secure features that align with your brand, and spread your message in all the right places. 

If you’re looking for a PR firm to support you along the way, contact us here.