As we speed through the information age at blazing fast Internet speeds, plowing through an endless mire of click bait, replacing ink stained fingers and dog-eared pages for double taps and hashtags, it’s easy to see why some might think print is dead.
Sure, the Internet has opened the minds of many (when was the last time you had an argument that wasn’t solved in seconds thanks to Google?), while collectively dumbing down many more. Today’s audiences want it fast, they want it entertaining and they want it condensed into 140 characters or less. Or embedded. People really like 15-second auto play video they don’t even have to click on to watch.
So where does that leave print. If you ask many marketing heads at the brands we feel passionate about, the printed page is coming back into favour as advertisers take a more multi-platform approach to reaching audiences. While this may not be the case for more general-audience publications, it certainly is for enthusiast media brands with content that really pulls on the ol’ heartstrings.
There is something to be said about a magazine you find under the seat of your buddy’s car on that road trip to Lake Louise, wrinkled from snowmelt, spilled coffee and who knows what else. Or that inky smell of a pristine coffee table mag-book and the visceral experience of its crisp pages flipping through your fingers. There really is no app for that.
At the end of the day, we here at Mountain Life hope to bring you a great user experience across both digital and print channels. So as the new issue of Mountain Life Annual is now on shelves all across Canada, we’ve got to ask, how do you like to get your stoke?