2026 is upon us, and I don’t know about you, but I pretty much switched off from social media completely over the Christmas period. I dipped in and out, but most of the time, I got bored after a short scroll, disappointed that I wasn’t seeing anything inspiring – instead it was mainly ads and viral content that Instagram had decided to push to me again (yep, I’ve already seen that cat jump in the snow and disappear. Multiple times).

It seems there is a real collective feeling of digital fatigue around. We are sick of the constant distractions and many of us are craving more time offline, and with the rise of AI, we want to escape the uncertainty of online content (is it real, is it AI?) and return to reality.

But, for those running businesses, breaking away from the digital world is an impossibility. Visibility online is essential for reaching your audience, both existing and new. But is there a way to support what you offer online with something more tangible? It’s being said that 2026 will be the ‘year of analogue’, so looking at ways to market your brand offline is definitely something worth considering.

Print can complement an online marketing strategy

Obviously as a publisher and lover of print, I believe that creating some kind of printed material that supports and promotes your business is a wonderful way to complement your online strategy. We’ve all become well-versed in creating content for online, so imagine translating that into a beautifully designed printed publication? Something your audience, customers or clients can hold in their hands, and feel even more connected to you and your brand.

Print media has been utilised by big brands for many years, and with print-on-demand services more readily available, it has become more accessible for businesses to print in smaller quantities at affordable prices. I thought I’d share a few examples of businesses that have invested in some kind of publication to support what they offer.

5 businesses using print publications to tell their story

Waitrose – Food magazine

Starting off with a well known, established brand publication. Waitrose have been publishing their monthly magazine since 1999, and celebrated it’s 25th anniversary in 2024. Recently investing in a redesign by Dentsu Creative, Waitrose clearly place value in their magazine. There is plenty of product promotion within it’s pages, but mixed with lots of recipes, beautiful  photography and food writing, it’s one you can easily sit down and enjoy over a cuppa, and then have on the kitchen worktop while you recreate one of the dishes featured (I know I much prefer following a recipe on paper than on my phone).

While creating a 164 page monthly publication is not achievable for smaller brands by any stretch of the imagination, I wanted to share this as an example of longevity. Waitrose did not abandon their print content strategy when the digital world was telling us to forget about print. I find their believe in print truly admirable.

Monmouth Coffee – The Annual

Founded in 1978, Monmouth Coffee produced paper newsletters for many decades. Initially one sheet of tasting notes, it expanded to five or six double sided A4 pages detailing the origins of their coffee blends and farm biographies. But it was difficult to keep it updated, so in the early 2020’s their content went online only.

But, something was missing so in 2023, they launched The Monmouth Annual. A beautiful printed book which charted their year in coffee – a year-in-review book that documents the coffees that have been on the counter each month, paired with photographs from farm visits, commentary on projects and reflections on the company’s year. This is a lovely way to celebrate the work the business has done over the past year while allowing coffee fans to take home something tangible that represents a brand they love.

Julia Stotz photographer – Portfolio newspaper

LA-based photographer Julia Stotz has used print format to showcase her visual work. Most photographers rely on their website to bring in work these days, unlike a few decades ago, when photographers would have traveled around meeting photo editors with their physical portfolio. Julia felt she wanted to return to this analogue format and create something memorable, and a mini publication felt more substantial than a postcard for example.

It has become a really beneficial marketing tool for her – “It felt like a nice thing to send out to previous and potential clients so they could hold something tangible of mine instead of viewing everything on a screen,” says Julia. Providing potential clients with a beautifully designed print portfolio is certain to cement your work in their minds more than if they have a quick look through yet another online portfolio. Food for thought for photographers, illustrators and designers perhaps?

This Must be the Place shop – Good Things – a celebratory publication

Independent shop owner Clare Nicholson created a mini publication to celebrate one year since her lifestyle store This Must be the Place opened in Glasgow. Clare explains what Good Things is all about: “It’s a collection of some of the people and products that made the first year so special. There were interviews with some of the artists and makers that I sell and some fun things too like recipes and a feature about my dog Cosmo.” Clare popped a copy of mini mag in her customers’ bags at the counter, and she was thrilled at how much they loved it.

The content allowed her customers to discover more about the products in store and the people behind them, which deepens connection. Clare comments: “It also added a more personal touch to the buying experience and gave me a chance to let people see the shop’s personality which is one of the things people (and I) love about independent shops.” It seems this has been a valuable investment for not only celebrating a special milestone in her business, but allowing customers to feel move involved and giving visibility to some of her independent suppliers.

These are the Days – This Creative Life – zine

Sarah Robertson is a brand designer running her own studio, These are the Days, as well as writing a Substack called Brand Seasons. Sarah has been creating valuable content online for many years, but she had a long-held dream of creating a printed publication, ever since she used to create her own magazines as a child. As well as fulfilling this goal, This Creative Life allowed Sarah to expand the ideas she covers through her online platforms, and gave her the chance to collaborate with fellow creatives to produce the features. Sarah comments: “This Creative Life is made with and for others, but as editor, I really cherish the process and the opportunity to learn more about the creative work and worlds of the people I collaborate with, and to share that knowledge and insight with readers.”

The zine has given Sarah’s audience, subscribers and clients the opportunity to immerse themselves further in her branding knowledge and inspirational content. Sarah is now working on the next edition and says: “The zine was originally designed to be a one-off project, but I loved the sense of collaboration that grew around it and could see how it was cultivating a deeper feeling of belonging and connection alongside my primary business.”

 

Could a print publication work for your business? 

As these various examples show, print publications aren’t just for traditional publishers. From cafés and retailers to photographers and designers, more businesses are using printed magazines, zines and journals as a way to tell their story, build connection and create something lasting.

A brand publication can work well if you want to: 

• deepen an authentic connection with your audience

• showcase your work or products in a more considered and tangible way

• create a brand magazine and zine that supports your online presence

• Communicate your values through beautiful editorial design, photography and words, through something your audience can hold, keep and return to

Creating your own brand magazine may seem like a big job, and if you have no publishing experience it might seem unfathomable. But by keeping the project small and contained and investing in a little bit of help, it can be an enjoyable process that you may want to keep repeating!

At 91 Editions, I work with brands and creatives to develop small-scale print publications – from initial concept and editorial structure through to design, print production and advice on how to share and/or sell your finished publication. Whether you’re considering a one-off zine, a full-scale brand magazine or a printed portfolio, I’d love to help you shape something that feels authentic, well-designed and achievable.

If you’d like to find out more about the publishing consultancy sessions and editorial services I offer, please check out the page below or get in touch.

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