The future of print

What is the future of ...? Whatever the topic, people want to know what will become of it. But when trying to predict the future of media, I think it helps to look at what purpose they fill in people’s lives. As this blog post is about the future of print, I thought about the different ways that print products play into the everyday life of a person. They are many, but not all of them will survive the future. Delivering news for instance. Even if the reading experience is nice, print is - by default - not be a good bearer of news. There are many similar examples.

So what characteristics will survive the test of time, and maintain their importance? I am thinking in terms of artifacts. Objects that you show your friends when they visit your apartment, or that makes you remember that special moment. Books and magazines are as much interior design and parts of people’s personalities, as they are media. This is a strong driver, and one that shouldn’t be underestimated.

Print can manifest an experience in a way that digital is yet to show us. As digital media is increasingly being shared on social networks, there is something about the finite space of physicality. Whatever you have on your desk or on your coffee table has been chosen to be there, because there simply isn’t enough room for everything. This means that the chosen objects have special value - like artifacts.

So the future of print? Maybe it is further from reading than we might think. But closer to what really means something to people. If so, the future of print looks bright.

Björn Jeffery
Director, Future Media & Technology
Bonnier AB