{"id":749,"date":"2026-01-09T08:00:49","date_gmt":"2026-01-09T06:00:49","guid":{"rendered":"http:\/\/www.tadoley.com\/?p=749"},"modified":"2026-01-09T08:00:49","modified_gmt":"2026-01-09T06:00:49","slug":"print-with-purpose-how-a-brand-publication-can-support-your-business","status":"publish","type":"post","link":"https:\/\/www.tadoley.com\/?p=749","title":{"rendered":"Print with purpose: How a brand publication can support your business"},"content":{"rendered":"

2026 is upon us, and I don\u2019t 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\u2019t seeing anything inspiring \u2013 instead it was mainly ads and viral content that Instagram had decided to push to me again (yep, I\u2019ve already seen that cat jump in the snow and disappear. Multiple times).<\/p>\n

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. <\/span><\/p>\n

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\u2019s being said that 2026 will be the \u2018year of analogue\u2019, so looking at ways to market your brand offline is definitely something worth considering.<\/span><\/p>\n

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Print can complement an online marketing strategy<\/em><\/h1>\n

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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\u2019ve 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.<\/p>\n

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\u2019d share a few examples of businesses that have invested in some kind of publication to support what they offer.<\/p>\n

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Waitrose demonstrating longevity of a brand magazine | Photo: Caroline Rowland<\/a><\/figcaption><\/figure>\n

5 businesses using print publications to tell their story<\/em><\/h1>\n

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Waitrose \u2013 Food<\/em> magazine<\/strong><\/h2>\n

Starting off with a well known, established brand publication. Waitrose<\/a> have been publishing their monthly magazine since 1999, and celebrated it\u2019s 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\u2019s pages, but mixed with lots of recipes, beautiful\u00a0 photography and food writing, it\u2019s 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).<\/p>\n

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.<\/p>\n

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Monmouth Coffee\u2019s printed publication, the Monmouth Annual<\/em><\/figcaption><\/figure>\n

Monmouth Coffee \u2013 The Annual<\/strong><\/h2>\n

Founded in 1978, Monmouth Coffee<\/a> 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\u2019s their content went online only.<\/p>\n

But, something was missing so in 2023, they launched The Monmouth Annual<\/em><\/a>. A beautiful printed book which charted their year in coffee \u2013 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\u2019s 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.<\/p>\n

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Photographer Julia Stotz creates a printed newspaper of her photography work | Photo: Julia Stotz<\/a><\/figcaption><\/figure>\n

Julia Stotz photographer \u2013 Portfolio newspaper<\/strong><\/h2>\n

LA-based photographer Julia Stotz<\/a> 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.<\/p>\n

It has become a really beneficial marketing tool for her \u2013 \u201cIt 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,\u201d 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?<\/p>\n

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Shopkeeper Clare Nicolson celebrates her shop anniversary with a colourful publication | Photo: Clare Nicholson<\/a><\/figcaption><\/figure>\n

This Must be the Place shop \u2013 Good Things<\/em> \u2013 a celebratory publication<\/strong><\/h2>\n

Independent shop owner Clare Nicholson<\/a> created a mini publication to celebrate one year since her lifestyle store This Must be the Place<\/a> opened in Glasgow. Clare explains what Good Things<\/em> is all about: \u201cIt\u2019s 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.\u201d Clare popped a copy of mini mag in her customers\u2019 bags at the counter, and she was thrilled at how much they loved it.<\/p>\n

The content allowed her customers to discover more about the products in store and the people behind them, which deepens connection. Clare comments: \u201cIt also added a more personal touch to the buying experience and gave me a chance to let people see the shop\u2019s personality which is one of the things people (and I) love about independent shops.\u201d 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.<\/p>\n

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This Creative Life<\/em>, a zine created by brand designer Sarah Robertson of These are the Days | Photo: Caroline Rowland<\/a><\/figcaption><\/figure>\n

These are the Days \u2013 This Creative Life \u2013 zine<\/strong><\/h2>\n

Sarah Robertson is a brand designer running her own studio, These are the Days<\/a>, as well as writing a Substack called Brand Seasons<\/a>. 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<\/em><\/a> 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: \u201cThis Creative Life<\/em> 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.\u201d<\/p>\n

The zine has given Sarah\u2019s 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: \u201cThe 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.\u201d<\/p>\n

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Could a print publication work for your business?\u00a0<\/em><\/h1>\n<\/div>\n

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As these various examples show, print publications aren\u2019t just for traditional publishers. From caf\u00e9s 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.<\/p>\n

A brand publication can work well if you want to:\u00a0<\/em><\/p>\n