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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