How Your Magazine Protects Engagement, Revenue and Trust

Raise your hand if you’ve had some version of this conversation with your board or exec team: 

Them: “Print costs are through the roof. Can’t we just put the magazine online?” 

You: “…”

It’s a fair question in a digital-first world, but a one-dimensional answer doesn’t cut it. 

Before you think about pulling the plug on print, consider this: Recent research (like in the last year) shows that tactile media like magazines can have a powerful impact on attention, retention and engagement — and is the smartest way to protect everything from digital traffic (yep, really) to non-dues revenue. 

Before considering a move to go all online, arm yourself with these compelling statistics and talking points — and get ready to change the conversation about the power of print. 

Print Conveys Value

According to the Power of Associations,  one-third of all Americans are affiliated with an association as a member, employee or volunteer. What’s more, associations employ more than 205,000 people and pay more than $18 billion in wages each year. 

Clearly, associations are still in the business of delivering value through events, certifications, advocacy, education, connection and trust. But even as the impact of associations grows, the financial model behind them remains under pressure. 

More than 65% of associations now say that generating non-dues revenue is their biggest challenge, and 64% report they have difficulty clearly communicating their value to members. These two problems aren’t separate; they’re deeply linked. 

When members can’t see the full value of membership, renewals dip. When the value story is unclear, advertisers pull back. When sponsors question audience engagement, they stop investing. A communication problem quickly becomes a revenue issue. 

It makes sense that in a 2024 industry benchmark survey, 42.8% of association executives rated their print magazine as “very” or “extremely” valuable to their organization. 

Switching to a digital-only approach or pulling the magazine may save money on paper and postage, but it can also weaken the very channels that protect your engagement, attention and sponsor visibility.

Print Is the Off-Screen Advantage You Already Own

In a typical month, your association communicates with members across email, social media, website announcements and the occasional mailer. According to the latest association benchmark survey, members receive more than 28 touchpoints per month from their association. Only two of those arrive in physical form versus digitally. 

In a world of digital saturation (where the average person receives 121 emails per day), a physical point of communication is an advantage. 

Print bypasses spam filters, circumvents pop-up fatigue and skirts around banner blindness. At a time when inboxes are stuffed and attention is splintered, a mailed magazine holds a unique place. It lands in physical space and it lasts longer than the time it takes to click to the next tab.

But don’t think magazines are only good for the nostalgic set. There are neurological reasons we (still) gravitate towards the printed page.

Print Builds Trust

The 2024 Edelman Trust Barometer found that traditional media is trusted by 58% of respondents, compared with just 42% for social media. As part of that traditional media category, print retains an authority that digital channels struggle to replicate. 

This matters because members and prospects act based on trust. When members engage with and trust your magazine, that feeling carries over into every subsequent digital follow-up. 

Members who feel connected to you in print are more likely to click through to your email survey, interact with you on social media or attend your webinar. It’s a trust look that grows with each positive interaction.

In the trust loop, members are not just reading; they are continuing the conversation online, reinforcing your presence across channels. And it all starts with the trust they feel while reading your magazine. 

Too often, the inclination is to pit digital and print against each other as competitors. Instead, recognize how well they work together. When used strategically as part of a comprehensive content strategy, your print magazine can do what it does best — build engagement and trust, which in turn bolsters your online marketing efforts. Together, they support retention, advocacy and growth. 

Gen Z and Print? They Love It 

Sure, your long-time members cherish the magazine and don’t want to see it go away, but what about the younger set? It may surprise you to learn that Gen Z and Millennials (aged 18-44) are often even more hungry for print than Gen X and Boomers.

Millennials and Gen Z were raised on screens; they’re often referred to as digital natives. But that doesn’t mean they need (or even want) all their content delivered in digital form. In fact, research suggests that the constant scroll is wearing on them. In a 2025 poll, 81% of Gen Z say they wish they could disconnect from digital devices more easily.

Print is not a hard sell to younger members. On the contrary, it’s often a welcome change of pace. 

Think Hybrid vs. Replacement

Resist the false binary: print or digital, paper or pixels. The reality is that a print and digital strategy gives you the best reach and engagement. According to a 2025 Quad x Harris poll, 84% of Gen Z and Millennials say they value brands that seamlessly blend technology with physical experiences.

A hybrid approach is also a revenue multiplier for advertisers. 

When print and digital ads are integrated, research shows that online campaigns become 400% more effective. And pairing print advertisements with emails leads to an average sales increase of 49% and a 125% rise in inquiries. 

Print ads, especially in well-targeted publications, consistently command higher CPMs (cost per thousand impressions) than digital banners. Advertisers cite the physical presence of a magazine (known as the “stay-on-desk” factor) as a key reason they allocate budget toward print placements. Unlike an email that disappears with a swipe, a high-quality printed piece can remain visible for weeks or months.

Savvy associations package their media offerings accordingly. They create bundles that include print ads, sponsored content, digital placements and e-newsletter exposure. Sponsors get multi-platform visibility. Associations get premium pricing and longer campaign life spans.

When associations view print as a springboard to digital engagement, they can design a total cross-channel marketing strategy that aligns with ongoing goals.

40.9% of associations currently publish a digital edition that complements their print publication. Only 18.9% have fully eliminated print. (2024 Benchmarking Report)

The lesson is not only that print still works, but that print activates.