In a world obsessed with digital content, why are luxury print magazines not just surviving but thriving?
In this episode of Follow the Rabbit, we explore the persistent appeal of print magazines in our hyper-digital world. Sparked by a New York Times article about “the revenge of the niche fashion magazine,” we examine how these physical artifacts create communities, serve as premium spaces for advertisers, and offer respite from algorithm-driven experiences.
Drawing from Johannes' long-standing connection to Monocle magazine and broader industry observations, we look at how print publications are finding new relevance not despite our digital immersion but because of it. The discussion moves beyond nostalgia to explore how tactile media creates deeper engagement, how luxury brands seek “safe spaces” away from controversial online environments, and why younger demographics increasingly turn to print as an alternative to screen-based content.
From indie magazine shops in Berlin to brand-created publications like Patta's community-focused magazine, the episode offers insight into how print media is evolving from a mere information vehicle to a cultural touchpoint that brings people together in physical spaces.
Chapters:
00:00 - Introduction & Context
02:35 - The "Print is Back" Cycle
04:10 - Johannes' Personal Connection to Print Magazines
05:07 - How Magazines Survived the iPad Era
07:15 - Niche Markets and the Myth of "Winner Takes All"
10:13 - The Cultural Influence of Indie Magazines
13:02 - Community Building Through Physical Media
18:45 - The Role of Collectibility and Advertising
21:37 - The Siemens Example: Digital Products in Print
25:29 - Nostalgia as Alternative History
28:52 - Digital Fatigue and Young Readers' Preferences
35:40 - Bringing People Together: The Monocle Patron Circle
39:17 - Print as a Counterpoint to AI-Generated Content
Links:
---------------
Follow the Rabbit on Spotify
Follow the Rabbit on Apple Podcasts
Follow the Rabbit on Youtube
Follow the Rabbit is a Known Unknowns production
Known Unknowns on YouTube
Known Unknowns on Instagram
Follow the Rabbit is hosted by Igor Schwarzmann & Johannes Kleske
Find out more about Igor Schwarzmann
Find out moire about Johannes Kleske