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Mission Control / Publications

Is it Time to Resurrect Your Dead or Dying Publication?

Maybe your publication is completely kaput or maybe it’s barely hanging on by a thread. Here’s why you should revive your dead publication — plus signs it’s time to invigorate one that’s woefully underachieving.

Side photo of magazine publication with pages splayed.

Bring It Back from the Dead

Print is special again. There was a time not that long ago when print was seen as commonplace and email was an exception to the rule. Boy, how times have changed. We’re all inundated with emails every single day, but how many well-designed print pieces do you receive? There’s a reason brands like Airbnb and Casper have recently launched high-quality print pubs.

There’s more competition for your audience’s attention. Nowadays, our attention is being pulled in a million different directions, each ping and beep adding to the avalanche. Your audience can’t be expected to keep your organization top of mind after one email or tweet. They need constant reminders of why your company is relevant to them now. You can provide that consistent touchpoint via a regular print publication — a tangible, pop-up-ad-free way to connect with your audience.

Save It From Extinction

You’re not seeing results. Your latest issue is hot off the presses and … crickets. Nothing. If your publication isn’t generating interest, take a hard look at why. Are the calls to action buried or unclear? (You are including calls to action, right?) Is the content right for the audience you’re distributing it to? It may be time to rethink your strategy.

It hasn’t been redesigned in … well, forever. An outdated look isn’t going to encourage your audience to engage with your content. What’s more, it can negatively affect the perception of your brand. A fresh, modern design will attract positive attention.

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