Q: How?
A: Print is no longer the default format, and this is precisely what gives it its potential. At Papermule, we like to see it as the deliberate format: the premium expression that signals value to both readers and their peers.
In a world where digital is instant and disposable, print stands to be the opposite — presence, permanence and pride of place.
Think of the Sunday broadsheet, event programs or collectible memorabilia. These persist, are tangible, crafted, evoke memories and make statements. People will often display these items to others using print products as a personal token of identity — a way for your readers to say, “this is who I am”.
By choosing print, readers reveal something about their taste, values and belonging. The content matters, of course. But so does the medium. Simply owning the printed version sends a message.
Additionally, readers aren’t just sharing their preferences, they’re also promoting you. Because in many ways, print is a form of subliminal advertising. It communicates without interrupting. It creates an opportunity to align brands with identity and lifestyle — not just message and metrics.
In multi-platform publishing, this creates a powerful opportunity.
Rather than defaulting to “digital first”, consider “content first”. What format best serves the story? What medium suits the mood, the message, the reader?
Digital may be faster and cheaper, but print is more immersive — and when used with intent, it has the potential to become hugely impactful.
Modern audiences are becoming increasingly difficult to reach. These are the same people who block ads, opt out of tracking, and curate their content feeds more deliberately. However, with this ever-present digital default, print can cut through the noise, encouraging readers to spend time with it because it feels more meaningful. They’ll turn pages. They’ll take it with them. They’ll leave it out for others to see. They might even intentionally display it to others.
Within a broader publishing strategy, print works best when it’s respected. When it’s used to elevate the brand and not just repeat what’s already online. Done well, it becomes something to be proud of — for the publisher, the reader, and the advertiser alike.
Q: What are your three top tips?
1. Treat your print as your premium brand asset: Print is no longer the default. It’s the premium format. It has presence, weight, and staying power. It signals something more deliberate, more crafted and provides the opportunity for the reader to reveal parts of their personality. But only if you allow it to. Print should showcase your most valuable content and express the most aspirational version of your brand. When you elevate the experience, you elevate the perception of you. For readers and advertisers.
2. Streamline your planning and production: Margins aren’t what they used to be, and with more platforms, formats, and teams involved, complexity can quietly eat away at your bottom line. Publishers need to build efficiency into every stage of the process. It becomes the longevity safety net. That means removing duplicated efforts, simplifying workflows, and, in essence, choosing the tools that help achieve this.
3. Don’t underestimate the value of your print audience: Print attracts a particular kind of audience: loyal, focused, and often harder to reach through digital efforts. In an age where people pay to avoid ads, the print audience is a premium demographic and one many advertisers actively want to connect with. But to unlock that opportunity, publishers need to recognise it first. Know who your audience is, what they represent and what kind of brands would value that connection. When you understand their worth, you can better turn attention into revenue.
Since 2003, Papermule has been turning publishing chaos into clarity. From flat plans to ad ops, our smart workflow tools cut clutter, clicks and costs. Loved by top UK publishers, we make complex production simple — allowing your teams to focus on creativity, not systems.
Email: mhoy@papermule.co.uk
Web: www.papermule.co.uk
This article was included in the 'Celebration of Print' special, published by InPublishing in August 2025. Click here to see the other articles in this special feature.
