The Future of Print: Insights from Mike Bailey, VP of Advertising and Partnerships
Issue 20 is here! To celebrate the launch of Gear Patrol Magazine's latest edition, we sat down with Mike Bailey, VP of Advertising and Partnerships to talk all things print advertising. With the push for premium print environments and ongoing expansion from print to digital, Mike shares his thoughts on the future of print storytelling, plus his favorite moments from the latest issue. Check out the full story below.
Q&A
A lot has changed in the past few years when it comes to print advertising – what are some of the trends you’re noticing in today’s market?
Brands are seeking thoughtful and premium print environments. As a tangible medium, look and feel matters. Captivating photography, quality paper stock, luxury stockists — these are elements that establish a luxury mindset and elevated experience for readers, and in turn affect how they engage with in-book advertisers.
How does print play into a 360 degree approach to storytelling?
How readers engage with content varies by platform. We try to take a platform-first strategy when thinking about storytelling so that the content is complementary to where it is being consumed. Gear Patrol Studios has done an incredible job extending digital branded content into print, creating something reimagined rather than regurgitated.
We had the pleasure of working with G-SHOCK for Issue Twenty, to support their latest multi-sport watch. We produced a digital piece that featured a vertical multi-photo collage that allowed readers to scroll through towards a click to shop. To fit seamlessly into the magazine, our print execution (digital pages 32-33) utilized a full-width, glamor shot, to visually draw readers in to admire the watch. Same story, but two distinct takes to best complement each platform.
What’s in store for the future of print advertising?
There will be a continued push to go beyond the page. QR code adoption continues to grow rapidly, and the technology lends itself to cross-channel marketing. Easy implementation, measurable call-to-action and an endless range of creative opportunities. Print ads now have the ability to drive-to-site to learn more, grow social accounts, engage with companion content and convert. These are formats we are currently experimenting with as we begin planning for future issues.
Now that Issue 20 has hit newsstands, what is your favorite part of Gear Patrol’s latest issue?
The ability Gear Patrol has to curate a well-rounded and holistic issue that speaks to everything from high-performance blenders to vinyl set-ups, is nothing short of amazing. Over the last twenty issues, the team has continued to speak to enthusiasts across all verticals, not only as a tastemaker, but as an authority; and that versatility has always been extremely impressive to me.
