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Online-Driven Companies Adding Print to Integrated Media Strategies

By NPMGAdmin

print_online2by Courtney Soinski

As you may have heard in the press or other media outlets, there has recently been an increase of web-forward media companies that are changing their stance on magazines and all the print industry has to offer.

Traditional digital companies are now adding print into their integrated media strategies to bring their content to a tangible format as well as deepen the emotional appeal of their brands.  This is especially encouraging for print publication companies and really shows the value that print adds to your business.

In an article titled "Why Web Forward Media Companies Are Turning to Print" by Publishing Executive Denis Wilson at North American Publishing Company (NAPCO), he shares some great and relevant evidence showing how and why online-driven publications are exploring print.

NAPCO interviewed indie rock music purveyor Pitchfork Media, science journalism magazine Nautilus, and political media outlet Politico.  These web-forward companies provide us with a thought-provoking perspective on print that you may not have considered.

Pitchfork Media

Offering consumers the newest and hottest indie rock bands, Pitchfork Media started off in 1995 as a blog and discussed up-and-coming music that you would not hear on the mainstream radio.  Pitchfork Media now dominates the internet and just recently launched a print quarterly known as the Pitchfork Review.

According to Pitchfork Media president Chris Kaskie, they added print to their integrated media strategies "to provide its audience a new way to experience its unique brand of music journalism."

When asked about the past year's "print is dead" hysteria, Kaskie had one thing to say: "The print that's dead is probably the print that isn't worthy of putting on your bookshelf or keeping around any longer."


A fairly new science journalism magazine, Nautilus offers readers with a unique mixture of the sciences, culture, and philosophy in illustrations and photography, fiction, essays, and investigative journalism.

Founder and publisher John Steele had the original idea of launching an online magazine.  However, Steele discovered that when it was tested, the print version did extremely well.  He decided to do a print quarterly where they "take the best of the last three online issues and combine it with some original articles and some original artwork."

As for their integrated media strategies, Steele explains "We're using our online still as a way to get noticed and build a brand, but because we're producing original content, we have to leverage that content in every platform we possibly can."


Initially launched in 2006, Politico Magazine delivers a fast-paced breaking-news style and in December of 2013, they just added print to their media strategies with the monthly Politico Magazine.

For co-founder and editor-in-chief John Harris, this new print publication was another way to engage the elite smart-set audience Politico serves.  Harris says, "Politico Magazine offers readers an opportunity to spend more time and respond in more emotional ways to the content."

Politico CEO and president Jim VandeHei looked at the print magazine as "an opportunity to further provide indispensable journalism to the politically-minded."


For more information, you can read Denis Wilson's original article here:

Why Web Forward Media Companies Are Turning to Print: Online publications offer a unique perspective on the print form

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