Fighting print oblivion

At Print Power, we approach print media from a unique angle: as a powerful advertising tool. Our mission is to highlight the effectiveness of print as part of a multi-channel strategy. We’re not siloed into specific mediums—we look at everything from newspapers and magazines to mailings, catalogues, door-dropped leaflets, and commercial print. The key question we ask is simple: how effective is advertising in print, and what kind of ROI can marketers expect? With that in mind, here’s how I see 2025 shaping up.

1. The new reality after January 2025

The inauguration of a new Trump administration has sent ripples through Europe. There’s an undeniable sense of shock—a mix of disbelief and a rallying cry to “trust in ourselves.” It’s early days, but some impacts are already visible. Tesla’s plummeting European sales seem to reflect how fragile brand loyalty can be in politically charged climates.

Conversations with industry leaders reflect this unease. I recently spoke with a manager at Schibsted, the Swedish publishing group, who revealed that their new agreement with US-based OpenAI has sparked discussions. Questions are being raised about whether partnerships with American firms align with current European sentiments. This growing caution could signal a shift in how European businesses approach transatlantic collaborations and focus more on the continent. A key question arises: how will this affect digital advertising revenues for tech giants like Meta, Google, and Amazon?

2. Benefits of AI for publishing, printing, CRM, and media planning

AI is everywhere, but its role in publishing and printing is still unfolding. The conversation often focuses on concerns—job displacement, ethical dilemmas—but there’s also excitement about AI’s potential to augment human creativity.

One standout example I came across recently was a journalism project where AI collaborated with reporters to create entirely new content formats. It wasn’t just about automation; it was about expanding creative horizons.

In the print world, programmatic print is one of the most promising developments. Imagine hyper-personalised catalogues or mailings tailored to individual preferences, all generated with the help of AI. This level of targeting isn’t a distant dream—it’s happening now and will only grow in 2025.

3. Visibility and awareness of print media such as newspapers and magazines

Tyler Brûlé made an interesting observation two years ago: try finding a newspaper on a Sunday afternoon in Germany—it’s almost impossible. Unfortunately, things have only worsened. The number of outlets selling newspapers and magazines continues to shrink. Kiosks are disappearing, supermarket shelf space is dwindling, and even airport newsstands are cutting back.

Yet, paradoxically, the number of magazine titles is growing, especially in markets like France. Indie magazines are flourishing, offering unique, high-quality content for niche audiences, creating a sea of differentiation. But visibility remains a core issue. Publishers must consider new distribution strategies—if consumers can’t find these products easily, how will they buy them? This growing disconnect between supply and accessibility poses a serious threat to the print ecosystem.

4. The evolving role of social media in the media mix

Social media’s dominance is under increasing scrutiny. In France, proposals suggest banning social media for children under 15, citing concerns over mental health and addiction. Schools are banning phones, and reports from Southeast Asia link excessive screen time to rising cases of myopia among children. Sweden has returned to printed books at school to improve the quality of learning and drive PISA results.

This growing unease presents an opportunity for print. Media planners are starting to rethink the mix, realising that print is not just a complementary channel—it’s a multiplier. Studies consistently show that print boosts the effectiveness of both digital and TV campaigns. It offers a tangible, trusted experience that balances the fleeting nature of social content. As concerns around social media mount, expect to see more brands turning to print to create deeper, more meaningful connections.

5. From managed forests over carbon footprint to a harmonised view on sustainable media

Sustainability is moving beyond buzzwords. This year, Ad Net Zero plans to roll out a sustainability calculation methodology covering six major media types. For the first time, agencies and brands will be able to measure the environmental impact of their media choices in a comparable way.

Currently, media sustainability measurement efforts are fragmented. Different calculators, different metrics—it’s a mess.

Measuring the environmental impact of a prompt on ChatGPT or MidJourney is nearly impossible, making meaningful comparisons difficult. Sometimes, I get the impression that knowing the impact is worse than not knowing it.

Ad Net Zero’s initiative aims to standardise the process, making it easier for marketers to assess and reduce their carbon footprints. For print, this could be a game-changer. Managed forests, efficient paper production methods, and a high percentage of paper recycling already make print one of the more sustainable media options. Having standardised metrics will help highlight these strengths.

6. Contradictions continue 

During a recent presentation in France on door drops, I was struck by how much rural consumers—who represent a significant portion of the French population—value these leaflets.

In the face of inflation, they’re not just appreciated—they’re essential. These leaflets help households manage budgets, offering deals and discounts that digital ads often miss. And on top of that, they drive traffic to local shops, maintaining a social fabric. Without this, it might open the door to huge Chinese online shops replacing local businesses.

Yet, despite this consumer preference, many brands are pulling back from print in favour of digital. It’s a contradiction I see repeatedly: print delivers high ROI—UK’s Thinkbox’s data from last year confirmed this—yet media planners often overlook it. There’s a growing disconnect between what works and what’s being prioritised.

7. Fight print oblivion 

One of my biggest concerns for 2025 is the risk of print oblivion. Decision-makers are becoming increasingly detached from print’s capabilities. Many simply don’t know about the essentials of newspaper advertising, personalised mailings, print finishing, behavioural triggered mails, or the creative and arresting campaigns featured in newspapers and magazines. From vibrant special editions with unique paper stocks to catalogues seamlessly integrated into CRM programs, the innovations in print are vast and impactful.

We need to celebrate print’s richness—the tactile experience, the trust of quality journalism, the creativity, the lasting impact. Print editions of newspapers and magazines remain publishers' dominant source of revenue. Leaflets that stay in homes for weeks, magazines that become coffee table staples, ordering directly from printed catalogues, mailings that drive real conversions—these are powerful tools. But if we don’t shout about them, they risk being forgotten.

So here’s my call to action: support print. Champion its strengths, educate your clients, and help fight the creeping sense of oblivion. Together, we can ensure that print continues to play a vital role in the media mix for years to come.

For more PREDICTIONS 2025 select Ian Gibbs (JICMAIL/DMA), Stéphane Bodier (ACPM), Martin Twellmeyer (Optilyz), Magali Florens (Udecam), Eef de Ridder (Ricoh Europe) or Juan Señor (Media Consultancy Group)