Q: How?
A: In an era of push notifications, paywalls, and endlessly scrolling feeds, it’s easy to assume digital is the natural home for magazine subscriptions. However, print is and should be the natural flagship for a title brand. This does come with increased costs in terms of production and distribution, however it also presents an opportunity to charge a premium cover price, increase advertising revenue and related margins.
Print remains not just relevant, but essential for the long-term identity, credibility, and sustainability of a magazine brand. Newspapers may work on a very different model but for magazines, print is “king” and requires commitment to this “flagship” strategy. Over time, the balance between print and digital may change but here, at this point in time, we see print as the flagship product.
If we are to position the printed magazine as the flagship offering in a publisher’s subscription strategy then we also need to have a strategy for the positioning of the digital offering. This isn’t about why print matters more than digital, it’s about having a clear strategy in terms of both positioning and price.
Print should be framed as the original and most valuable version of the magazine and also the best value for money, even against cover price. Naturally you pay more for the casual copy newsstand price, but the print sub’s pricing strategy is the best value and should be positioned that way and made crystal clear to the reader. Publishers should go as far as flagging the subs price on the front cover alongside the cover price. This will clearly demonstrate the value of being a subscriber to the print edition.
Rather than offering print as a luxury bolt-on, publishers should build subscription tiers where print is positioned as the full, premium experience. The base level could be digital-only access; the mid-tier includes print delivery; and the top tier adds exclusive perks such as event invites or exclusive rewards.
If print is going to be positioned and priced as the main attraction, it needs to feel like it. High production values are non-negotiable. That means better paper, more thoughtful layouts, and attention to the little details that make something feel curated rather than mass-produced.
It should also be positioned as more than a standalone product — it should be the hub of a multi-platform brand. By integrating digital enhancements, publishers can create a richer hybrid experience. This might include QR codes linking to behind-the-scenes videos, augmented reality features activated through a smartphone, or subscriber-only digital content unlocked via printed access codes. In this model, the printed magazine is the gateway — not the afterthought.
When it comes to marketing your subscriptions, ironically, the best way to market your print edition may be through digital channels. Social media, email, and video ads are perfect places to showcase the visual and tactile pleasures of the physical magazine. This can also work the other way by offering the digital product in the printed, however publishers need to be careful that it isn’t offered to the detriment of print. This comes back to the price positing and ensuring that print is seen as not just the flagship subscription offer but also the best value.
Print is far from dead! For magazine publishers willing to rethink how they deliver and promote it, the printed edition can once again be the star of the show. With premium production, a clear strategy for both the print and digital products, and thoughtful positioning, print becomes more than content delivery — it becomes an object of value and a powerful subscription driver in its own right.
Q: What are your three top tips?
1. Ensure you have a clear strategy for both print and digital. If you want to make the printed product the star of the show, you need to also understand how you are going to position the digital product.
2. Consider your pricing carefully, ensuring the print subscription price is the best value. Make your pricing clear by displaying it alongside the cover price to illustrate the value.
3. Evaluate your marketing channels. You can market print in digital and digital in print but the digital should never be at the detriment of the print.
HH&S is a subscriptions marketing and fulfilment agency managing over 400 magazine and newspaper titles. We handle print and digital delivery via post, retail, or online. Our bespoke platform offers real-time data and reporting, giving publishers the tools to expand their subscriber base. Clients range from major publishers to independents aiming to increase subscriptions.
Email: gemmah@hhs.co.uk
Web: www.hhs.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.
