Why printed customer magazines matter
Printed customer magazine - a visual experience
Instagram, Facebook, LinkedIn, Tiktok, website - while companies are investing more and more to represent themselves well in digital media, printed media are often overlooked. Yet these can have a positive effect on consumers in many ways.
Printed magazines or brochures offer practical information, useful tips or advice on how to do things better or what to focus on. Perhaps this is why they are so popular with young consumers. Contrary to expectations, they pick up print products more often than older ones. They perceive printed products as a visual experience and a refreshing change from the hectic, digital everyday life.
Especially in German-speaking countries, many consumers use printed customer magazines. They appreciate the intentional slowdown that offers a little time out from the constant stream of information online. The haptic and visual perception that can be triggered by the magazines is primarily positive. Through a tangible product, multiple senses can be engaged simultaneously, which tends to increase cognitive and emotional engagement during use. This also means that intrinsic motivation increases and readers engage more in-depth with the content of the printed magazine. The additional broad basis of information stimulates the consumer's interest in the product or service.
Magazines thus have an orientational function and influence the final purchase decision. Companies raise awareness and influence the image and perception of the brand. Overall, there are positive link effects between printed and digital corporate media. On the one hand, digital media offers can be referred or deepened, on the other hand, a print product can encourage people to enter into dialogue via digital channels or make it easier to purchase products directly online.
The effects of a customer magazine are therefore positive and can provide strong sales-supporting impulses. They leave a positive impression and create an emotional awareness of the brand. Regardless of socio-demographic characteristics, customer magazines are very popular. Even though digital media are of course legitimate and help to enter into direct dialogue with the customer, printed brochures create added value - for the users and the brand.
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