Print is not dead. In fact, for many publishers across the country, it’s the foundation of their brand and a growing source of revenue. That was the resounding message of a recent webinar hosted by E&P Magazine (Editor & Publisher) and sponsored by Publication Printers. The discussion brought together Charity Huff, CEO and publisher of 5280 Magazine; Mike Dragosavich, founder and CEO of Spotlight Media Fargo; Jodie Cook Redwood, president of Baxter Research Center; and Dave Sanchez, sales manager at Publication Printers.
Together, they offered insights on how specialty print products, lifestyle magazines, and creative distribution strategies are capturing audience attention, delivering advertiser results, and carving a sustainable future for publishers of all sizes.
The enduring value of print
The conversation began with research that underscores why print continues to matter. Jodie Cook Redwood of Baxter Research has been studying how readers interact with magazines, and the numbers tell a clear story.
“Seventy-five percent of readers spend at least 30 minutes with a lifestyle magazine,” she explained. “That’s not an accident. It’s a conscious decision to sit down with something they enjoy — far more impactful than clicking a link in a social feed.”
Her studies also show that lifestyle magazines enjoy high repeat exposure. “People pick them up multiple times a month, refer back to stories, and even pass them along to friends,” she said. “That’s repeat exposure for both advertisers and editorial.”
Most importantly, Cook Redwood emphasized the trust factor. “Print gives an implied endorsement. Everyone knows print is expensive, so when a company invests in a print ad, it signals stability and credibility.”
Charity Huff of 5280 Magazine agreed, noting that advertisers still gravitate toward print. “This brand has been the most beautiful and recognized in Denver for over 30 years. It opens doors to any business or community leader,” she said. “As much as I’m a digital person, print is central to our strategy because it commands attention and conveys value.”
For Mike Dragosavich of Spotlight Media, the data reinforces his day-to-day experience. “All of our publications are profitable in print, and they’ve grown in recent years,” he said. “Print ads get noticed, they carry weight, and they lead to conversations with advertisers we’d never reach otherwise.”
Download the Baxter Research Center Slides
Specialty magazines and niche strategies
Special editions and niche titles have become powerful tools for driving both revenue and audience loyalty. For 5280 Magazine, editorially driven issues like the “Top 25 Restaurants” edition are staples. “That’s our keepsake issue,” Huff explained. “It’s 100% editorial, and it’s one of the most coveted issues of the year. People save it, refer back to it, and advertisers know it’s gold.”
Professional-focused issues such as 5280’s annual “Top Doctors” edition also drive profitability. “That one is based on a peer survey, and it consistently ranks among our richest and most profitable books,” Huff said.
Dragosavich echoed the importance of niche products, though his approach sometimes uses them as loss leaders. “We’ll launch a publication around a category like hiring — even if it’s not hugely profitable — because it gets us into conversations with corporate clients we couldn’t reach otherwise,” he explained. “Some of our biggest customers came from that gateway approach.”
He also stressed exclusivity as a sales tactic. “We sell behaviorally. Everything revolves around exclusives and fear of missing out. Advertisers aren’t just asking, ‘How many impressions did this get me?’ They’re paying to keep competitors out, and that’s powerful.”
For Sanchez and Publication Printers, these case studies demonstrate the flexibility of print. “Sometimes people think printers just put ink on paper,” Sanchez said. “But our role is to help publishers explore niches, try new formats, and connect with peers who’ve done it successfully. That way, they’re not reinventing the wheel — they’re replicating proven strategies.”
Managing costs and partnerships
Of course, costs remain top of mind for any publisher. Paper, postage, and production expenses have all increased in recent years. Here, the panel emphasized the value of working with the right partner.
“Every one of our books has to be profitable,” Huff said. “We set internal policies to ensure each issue is at least 100 pages, because that’s what our market expects. But we also work closely with Publication Printers to analyze weight, thickness, and postage so we can deliver a premium product without losing margin.”
Dragosavich said collaboration is key. “With Publication Printers, it’s not just about sending a file and getting a quote. We talk about scenarios — paper quality, colors, mailing options, inserts — and come up with creative ways to both save money and make more money,” he said. “They’ve helped us stand out with unique products that justify higher ad rates.”
Cook Redwood added that partnerships often extend beyond the mechanics of printing. “When something goes wrong, you want a printer who sees themselves as part of your team, not just a vendor,” she said. “Publication Printers brings solutions, not just quotes.”
Sanchez explained that his team takes a consultative approach. “Our salespeople aren’t just selling print. They’re trained to add value — whether that’s helping you qualify for postal discounts, exploring digital add-ons, or connecting you with other publishers for advice,” he said. “If the publisher is profitable, then we’ll be profitable.”
Reaching new audiences
One of the biggest questions submitted by webinar attendees was how to attract younger readers. The answers varied, but the panelists agreed on one thing: you need a multi-channel strategy.
Dragosavich admitted his print products aren’t targeted at younger demographics directly. “We focus on consumers with spending power,” he said. “But we do pay attention to design — we say our magazines need to be ‘ADHD compatible,’ meaning short paragraphs, strong visuals, and a cool factor that makes people want to pick them up.”
At the same time, Spotlight Media is experimenting digitally. “We’re moving our websites to Ghost, which is more mobile-friendly, and we’re testing article trailers on YouTube. We’re even paying local influencers small fees to share stories in their networks. That cross-pollination keeps us relevant to younger audiences.”
Huff said 5280 uses events to bridge the gap. “Our younger readers tend to be digital-first, so we reach them online and then bring them into the brand through live experiences,” she explained. “When they see the magazine at an event, it becomes part of their world in a tangible way.”
For Cook Redwood, the answer lies in the data. “You need to know what your readers want — both your core audience and the segments you’re trying to grow,” she said. “Then you can experiment with editorial tweaks to bring new people in without alienating your base.”
Actionable advice for publishers
As the webinar drew to a close, each panelist was asked to share one replicable strategy any publisher could adopt.
Huff emphasized advertiser diversity. “Your readers are whole people with varied interests. Make sure your advertising strategy reflects that breadth. If your editorial covers food, culture, and lifestyle, your advertisers should mirror that mix.”
Dragosavich recommended compartmentalization. “Don’t try to make one big book carry everything. Create smaller, focused products that you can sell exclusively and profitably. That way you shorten the sales cycle and make your offerings harder to compare with others.”
Cook Redwood stressed the importance of leveraging data. “Know your super readers, showcase loyalty, and use surveys to prove advertiser impact. Readers are eager to tell you what they want — use that to your advantage.”
And Sanchez closed with a reminder about partnerships. “Sit down with your printer and have honest conversations about your goals. Don’t fall into ego publishing with paper or formats that don’t match your market. Use your printer as a partner who can help you be profitable long-term.”
The takeaway
The message from the panel was clear: print is far from dead. In fact, when done thoughtfully, it remains one of the most powerful tools for building audience loyalty, delivering advertiser value, and standing out in a crowded media landscape. Specialty magazines, creative distribution strategies, and trusted research all point to a print revival — one that combines tactile value with smart digital integration.
As Sanchez put it, “I want print to survive long after I’m gone. Anything we can do to make that happen, we’re all in.”
For publishers exploring their own print strategy, the path forward is simple: understand your audience, diversify your products, and partner with experts who can help you maximize impact. That’s where Publication Printers shines — not just as a print provider, but as a true ally in building a profitable, sustainable future.
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