The print business, as it once was, is dead but the medium itself, however, is alive and well. It's finding itself. It's confronting its weaknesses, things like physical wear and tear and costly distribution, and turning them into strengths. As it turns out, these very limitations are what make print special.

1. THE ROLE OF PRINT
IN A DIGITAL AGE

2. 2
WE LIVE IN A FUTURE WHERE MARKETING IS…
PERSONALTIMELY CONTEXTUAL
Everybody wins. People experience more relevant content and
brands see increased effectiveness and return on investment.

3. 3
THIS HAS HAD A CLEAR
EFFECT ON PRINT MEDIA

4. 4
TIME SPENT WITH PRINT IS IN DECLINE
4
% of Time Spent in Media vs. % of Advertising Spending, USA 2013
Source: Advertising spend based on IAB data for full year 2013. Print includes newspaper and magazine. $30B+ opportunity calculated assuming Internet and Mobile ad spend share equal
their respective time spent share. Time spent share data based on eMarketer 7/13 (adjusted to exclude outdoors / classified media spend). Arrows denote Y/Y shift in percent share.
%ofTotalMediaConsumptionTime
orAdvertisingSpending
Internet Ad = $43 B
Mobile Ad = $7.1 B

5. 55
Newspaper Advertising Revenue
Adjusted for Inflation, 1950 to 2012
Source: Newspaper Association of America
PRINT REVENUES HAVE FALLEN SHARPLY

6. 66
U.S. eBook Sales to Surpass Printed Book Sales in 2017
Consumer books sales in the United States from 2008 to 2017 (in billion U.S. dollars)
Source: PwC
PRINT BOOK SALES CONTINUE TO DROP

7. 77
PRINT IS DEAD

8. 88
PRINT IS DEAD
SORT OF…

9. 99
THERE ARE SIGNS OF LIFETHERE ARE SIGNS OF LIFE

10. 10
SIGNS OF LIFE: WEEKEND EDITIONS
10
Publications like The New
York Times Magazine
enhance the leisurely reading
experience of weekend
newspapers.

11. 1111
In 2014, The New York Times
Sunday edition experienced
+8% CIRCULATION
over the year before.
GROWTH OF NYTIMES SUNDAY EDITION
Source: http://www.poynter.org/news/mediawire/250054/nyts-
big-circulation-gains-include-copies-of-international-edition/

12. 1212
WEEKEND EDITIONS IN CALIFORNIA
The California Sunday
Magazine, distributed via
weekend newspapers, just
launched to overwhelmingly
positive response.

13. 1313
SIGNS OF LIFE: PRINT ON DEMAND
Services like Blurb, Lulu and
Artifact Uprising let people
design and publish their very
own print publications.

14. 1414
THE GROWING DESIRE TO SELF PUBLISH PRINT
Source: http://www.digitalbookworld.com/2014/self-publishing-
maturing-up-17-last-year-in-the-u-s/
Between 2008 and 2013, there were
+29% NEW TITLES
self published and printed, according
to an analysis of ISBN registration.

15. 1515
Magazines like Monocle can
cost anywhere from $10-$40
and blur the boundaries
between book and magazine.
SIGNS OF LIFE: BOOKAZINES

16. 1616
PREMIUM QUALITY DRIVES DEMAND
While most magazines are losing
subscribers, Monocle Magazine saw
+3.3% PRINT SALES
year-over-year in the second half of 2013.
Source: http://www.pressgazette.co.uk/uk-magazines-lose-print-
sales-average-63-cent-full-abc-breakdown-all-503-titles

17. 1717
AND THIS WILL ONLY CONTINUE
This year, Monocle released
its first ever annual magazine,
The Forecast, which is higher
quality and sold at a slightly
higher price point.

18. 1818
SIGNS OF LIFE: PRINT CATALOGS
Retailers like JCPenney,
Bonobos and J.Crew are
investing in print because
customers that receive
catalogs spend more.

19. 19
SIGNS OF LIFE: LUXURY EDITORIAL
In China’s booming luxury
market, magazines like Vogue
are increasing in size thanks
to advertiser demand.

20. 20
WHAT IS GOING ON?

21. 2121
“A new medium is never an
addition to an old one, nor
does it leave the old one in
peace. It never ceases to
oppress the older media until
it finds new shapes and
positions for them.”
Marshall McLuhan,
Media Theorist
PRINT IS BEING RESHAPED

22. 2222
THE CHANGING PRINT LANDSCAPE
In the past, when media
economics celebrated mass,
the landscape took on the
shape of a bell curve.

23. 2323
Today, the Internet has
created the long tail and a
print landscape that looks
much more like a barbell.
THE CHANGING PRINT LANDSCAPE

24. 2424
BUT IT’S MORE THAN JUST ECONOMICS
Our perception of print is changing
at a very fundamental level.
“I've found reading books very
intellectually fulfilling. Books allow
you to fully explore a topic and
immerse yourself in a deeper way
than most media today. I'm looking
forward to shifting more of my
media diet towards reading books.”
Mark Zuckerberg
Founder, Facebook

25. 2525
OUR RELATIONSHIP WITH PRINT ISN’T GOING AWAY
Research has found that print
media supports an emotional
bonding process that digital
experiences just cannot.
Source: http://www.millwardbrown.com/docs/default-source/insight-
documents/case-studies/MillwardBrown_CaseStudy_Neuroscience.pdf

26. 2626
PRINT’S LIMITATIONS ARE WHAT MAKE IT SPECIAL
“In a world of infinite
content — where there are a
million shiny attention-
grabbing objects a touch
away and notifications
coming in constantly — it’s
meaningful when someone
is actually spending time.”
Ev Williams
Founder, Medium

27. No longer a go-to method for
distribution, print has found a
new role: delivering tactile
and immersive experiences
that tap into luxury values.
2727
TIMELESSNESSLEISURE PERSONALIZATION
PRINT’S ROLE: FROM UTILITARIAN TO EXPERIENTIAL

28. SO WHAT DOES THIS
MEAN FOR BRANDS?

29. 29
THOUGHT STARTER #1
CELEBRATE COMMUNITY
WITH A BRANDED MAGAZINE
Some brands have the authority to own and
stand for a certain subject matter or lifestyle.
Print can be a powerful way to bring it to life.

30. 30
AIRBNB’S PINEAPPLE DOES JUST THAT
Airbnb recently launched
Pineapple, a print magazine
powered by its community.

31. 31
SETTING THE TONE THROUGH IMAGERY
The magazine effectively
repositions the company as a
travel and lifestyle brand
through stories and visuals.

32. 32
VICEMONEY
VICE’S PRINT MAGAZINE IS INTEGRAL TO ITS COMMUNITY
Within the growing VICE
ecosystem, the original print
publication continues to
celebrate and connect with
the brand’s core audience.

33. 33
THOUGHT STARTER #2
REACH EXISTING COMMUNITIES
THROUGH ADVERTORIAL
For brands that don’t have the authority (or
budget) to start their own print publication,
there are opportunities within existing ones.

34. 34
REACH EXISTING COMMUNITIES
Monocle’s in-house team
helped Lexus craft and
distribute content to an
audience of new affluents.

35. 35
THOUGHT STARTER #3
INVENT DEEPER
EXPERIENCES
There are even bigger opportunities for
brands that want to lead and go beyond best
practices to define next practices.

36. 36
NEW TOOLS…

37. 37
GIVE US NEW POWERS…

38. 38
AND NEW WAYS TO
INTERACT WITH THE WORLD

39. 39

40. 40
THANK YOU
SAY HELLO:
hello@carrot.is
MEDIA INQUIRIES:
press@carrot.is
TELEPHONE:
718.395.7934

41. 41
IMAGE SOURCES
41
Page 9: http://imgkid.com/flower-in-desert.shtml
Page 10: http://www.spd.org/2011/03/sneak-peek-the-new-york-times.php
Page 13: http://mnewsomphotography.com/hardcoveralbums/
Page 15: http://www.panamy.ch/monocle/
Page 17: http://www.monocle.com
Page 18: http://www.graphius.com/en/blog/2015/02/retailer-j-c-penney-stopped-mailing-the-
publication-in-2009-and-phased-out-the-distribution-of-70-smaller-catalogs-a-year-later/
Page 19: http://infoteka.me/vogue-promovise-novi-apple-sat/
Page 21: http://www.zachtrobinson.com/tag/med-130/
Page 24: http://www.wired.com/2013/04/facebookqa/
Page 27: http://www.hemispheresmagazine.com/2011/01/01/the-hemi-qa-evan-williams/
Page 28: http://www.redbull.com/de/de/music/stories/1331620422919/for-the-record-15-jahre-red-
bull-music-academy, http://www.blurb.com/products
Page 31: http://athenaeumnieuwscentrum.blogspot.com/2014/12/pineapple-1-airbnbs-magazine-
about.html
Page 32: http://www.selectism.com/2014/11/17/airbnb-launch-new-magazine-pineapple/airbnb-
pineapple-magazine-21/
Page 35: http://www.ruearchimede.com/2010/05/02/who-is-lexus/
Page 37: http://www.apple.com
Page 38: http://imgkid.com/tony-stark-iron-man-suit.shtml
Page 39: https://www.apple.com/apple-pay/, http://www.designmag.it/foto/casa-
domotica_7217_12.html, http://www.bmwblog.com/2011/03/21/bmw-and-sixt-establish-drivenow-
joint-venture-for-premium-car-sharing/
Page 40: http://www.dezeen.com/2013/08/05/ikea-launches-augmented-reality-catalogue/