The Digital-to-Print Craze Is In Effect

Ad Week’s Emma Bazilian writes, “In recent months, customers of online-only retailers like Rent the Runway, JackThreads and Birchbox have received catalogs—yes, those old-school, printed booklets—in their mailboxes, while flash sale site One Kings Lane has been sending out “magalogs” combining decorating tips with photographs of rooms populated by the site’s ever-changing inventory.”

Post author By Amanda MacArthur
Post date April 2, 2014
No Comments on The Digital-to-Print Craze Is In Effect

It seems crazy, but so many e-commerce sites are hopping on the digital-to-print fad.

Ad Week’s Emma Bazilian writes, “In recent months, customers of online-only retailers like Rent the Runway, JackThreads and Birchbox have received catalogs—yes, those old-school, printed booklets—in their mailboxes, while flash sale site One Kings Lane has been sending out “magalogs” combining decorating tips with photographs of rooms populated by the site’s ever-changing inventory.”

This just further proves that every brand wants to be a magazine. Brazilian adds, “Both One Kings Lane and Editorialist say they have seen positive results from print marketing. Following the release of One Kings Lane’s spring magalog, there was a major boost in chatter about the brand on social media.”

The success and failures of print are certainly sending mixed messages!

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Tags ad, Digital-to-Print, e-commerce, emma bazilian, magazine, media, online publishing, open source software, social media, text ad

By Amanda MacArthur

Research Director & Managing Editor

Amanda is responsible for all the articles you read on the Mequoda Daily portal and every email newsletter delivered to your inbox from us. She is also our in-house social media expert and would love to chat with you over on @Mequoda. She has worked with Mequoda for almost a decade, helping to evolve the Mequoda Method through research, testing and developing new best practices in digital publishing, editorial strategy, email marketing and audience development. Amanda is a co-author of our four digital publishing handbooks.