In late 2023, we explored how marketers were blending classic print strategies with new technology in our article, Print Marketing Reloaded: Combining Tradition with Innovation. That piece highlighted how brands were beginning to see print as more than a legacy channel. Since then, the trend has only continued to accelerate.
As we move into 2026, forward-thinking brands are betting big on print; not as a throwback, but as a premium, strategic channel. From collectible coffee table books to inventive direct mail campaigns, print is being reimagined as a differentiator, a cultural artifact, and a powerful tool for authentic storytelling.
Digital marketing offers speed and reach, but it's fleeting. A social ad disappears with the scroll. An email gets buried in the inbox. Print, on the other hand, offers permanence, prestige, and novelty. It's tangible. It lives on coffee tables, bookshelves, desks, and kitchen counters. High-quality printed materials can anchor a brand in the physical spaces where consumer decisions and conversations naturally happens.
Our brains process physical materials more deeply than digital. Print feels more "real" to our brains. It has meaning and place. It's also easier to connect physical print to memory because it engages our brain's spatial memory networks. Additionally, physical materials require more emotional processing, which is crucial for memory and brand associations.
Research shows that print requires 21% less brain power to understand and achieves 70% better brand recall than digital. In short, print doesn't just get noticed - we remember it.
Brands and publishers are rediscovering the cultural power of print as collectibles. Consumers increasingly see books and magazines as authentic, lasting alternatives to disposable digital feeds. For brands and publishers, collectible print editions become cultural artifacts. They reflect identity, spark conversation, and reinforce loyalty, inspiring new ways to engage audiences.
Coffee table books are more than décor. They serve as cultural symbols and markers of social status. Strategically placed on a living room table, they signal taste, values, and identity. Luxury publishers like Assouline and Vogue have elevated them into objects of sophistication. Even fashion brands like Nike and Supreme have created their own "encyclopedias" to reinforce cultural relevance.
Their appeal lies in social significance and staying power. Coffee table books are conversation starters, visual autobiographies, and lasting artifacts in an era of disposable digital content. Much like vinyl records, their resurgence speaks to a deeper human desire for ownership and timeless value.
That same appetite for tangible culture has fueled The Onion’s return to print. In 2024, the satirical news outlet relaunched its monthly print edition after a decade-long hiatus. The move struck a chord. By 2025, subscriptions surpassed 53,000, supported by a premium model with higher-tier memberships and exclusive content. The print edition leans into nostalgia while offering unique ads and curated experiences unavailable online. This subscription-led approach boosted revenue from under $2 million in 2024 to a projected $6 million in 2025.
Together, these examples show how print can transcend marketing to become a collectible artifact – something worth owning, displaying, and sharing. For brands, that collectability translates into cultural relevance, loyalty, and even new revenue streams.
Print’s revival extends beyond books and magazines. A 2021 study by RRD reported that 65% of Gen Y and 57% of Gen Z consumers look forward to receiving direct mail from brands they love, viewing it as more personal than digital ads.
Few companies have redefined direct mail like IKEA. Their campaigns go beyond catalogs, transforming into playful and interactive experiences designed to stick. One standout example is the Dot-to-Dot Campaign in 2022. It featured a mailer that unfolded into a puzzle, revealing a discount, and transformed into a recyclable paper airplane. IKEA sent this mailer to one million loyalty program members, delivering an impressive 4.5:1 return on investment.
This campaign proves that when done right, mail isn't junk - it's a brand experience that lands directly in the spaces where people make daily decisions, from the kitchen counter to the home office.
Print offers something digital never will: physical presence. A brochure on a coffee table or a postcard on the fridge creates repeated brand exposure without a single click. This “attention anchor” builds familiarity and trust over time, especially in premium categories like travel, fashion, and luxury services.
At Phase 3, we’ve seen clients leverage print to tell stories that resonate far beyond a single campaign. For example, Chobani partnered with us to produce a custom cookbook for National Greek Yogurt Day. This collectible book was so successful that they reordered 1,500 copies as employee gifts. Also, ProMach celebrated its 25th anniversary with a book honoring its people and history, reinforcing employee pride and stakeholder trust. This keepsake book is filled with quotes and stories from those who contributed to the company's success.
The print resurgence isn’t about going backward. It’s about moving forward with intention.
Gen Z’s Print Affinity: 68% of Gen Z readers in the United States prefer the printed word to digital. The USPS reports that 72% of Gen Z consumers look forward to discovering what the mail brings each day. 33% say they often make a purchase after receiving an ad or marketing for it in the mail.
Authenticity and Trust: Print feels credible in a world of online misinformation and privacy concerns. As highlighted in Print Marketing Reloaded, print’s credibility is a core strength that only grows more valuable as AI-driven content floods digital channels.
Stand-Out Experience: Physical mail and premium print pieces are impossible to scroll past. They tell a complete story because they’re immersive and experiential. The ability to personalize print marketing enhances the experience.
Longevity and Shareability: Print lives longer in both physical spaces and memory. High-quality pieces often get displayed, passed along, and revisited.
Omnichannel Integration: Print complements digital campaigns, fostering engagement and strengthening brand ecosystems. The most effective marketers combine digital’s speed with print’s permanence for more immersive results. Read more about the omnichannel approach to marketing here and here.
Forward-thinking brands are betting big on coffee table books, limited-run magazines, and interactive direct mail because these tactics deliver what digital can’t: tangible, lasting, and trust-building connections.
At Phase 3, we believe the smartest brand strategies blend both worlds. Print provides the weight, permanence, and collectability; digital delivers speed, personalization, and scale. Together, they create experiences that inspire, engage, and endure.
Our team can help you design and deliver high-impact print marketing materials that complement your digital efforts and make your brand unforgettable. Contact us today to get started on your brand’s print revolution.