For years, we’ve been told that “print is dead.” But if you look closely, something exciting is happening: print is making a comeback, and it’s Gen Z leading the charge.

In a digital-first world, younger audiences are craving something different: tactile, authentic, collectible experiences that can’t be swiped away with a thumb. From vinyl records to film photography, nostalgia-driven formats are being rediscovered by new generations. Now, print is joining that cultural revival.

A New Generation, A New Value for Print

One of the clearest examples is the relaunch of i-D magazine. Once a staple in underground fashion and culture, the publication has reinvented itself as a limited-edition collectible, priced at £20 per issue. Instead of aiming for mass circulation, it appeals to a niche audience who value design, storytelling, and exclusivity.

This trend signals a key shift:

• Print is no longer just information, it’s an experience.
• Collectible magazines, art books, and branded zines are being treasured like cultural artifacts.
• For Gen Z, who grew up surrounded by screens, the physicality of print feels fresh and exciting.

The Advantages of Experiential Print

So what makes this revival worth paying attention to for brands and businesses?

• High Engagement: Limited-run print pieces are more likely to be kept, shared, and talked about.
• Premium Perception: High-quality finishes and creative design elevate brand image.
• Niche Strength: Print shines when targeted to specific communities and audiences, building loyalty.

In short, print has shifted from being disposable to desirable.

The Challenges of Mass Print

Of course, not everything in the print world is booming. Traditional formats like mass-market newspapers, catalogues, and bulk brochures continue to face declining circulation and rising production costs.

The weakness lies in volume. Mass distribution struggles because digital channels have replaced them for quick, cheap, and wide-reaching communication.

But the revival shows there’s still space for print, just not in the same way we once knew it.

The Solution: Bespoke, Limited-Run Print

The way forward is quality over quantity. Brands that want to stand out should focus on:

• Branded Zines: Short-run publications packed with personality and brand storytelling.
• Event Magazines: Exclusive print pieces tied to launches, conferences, or special campaigns.
• Collectible Collateral: High-end brochures, lookbooks, or catalogues designed to be kept, not discarded.

By embracing creativity, craft, and exclusivity, businesses can transform print from a cost centre into a strategic brand asset.

Imagine handing your best clients a beautifully designed, limited-edition magazine, something they’ll proudly keep on their coffee table. That’s the power of print in 2025.

Final Thoughts

The so-called “death of print” was never the full story. Instead, we’re seeing a rebirth, led by a generation that values print for its tangibility, beauty, and authenticity.

For brands, this is an opportunity. By moving away from high-volume, low-value formats and instead investing in creative, limited-run print, you can connect with audiences on a deeper, more emotional level.

How Principal can make this reality

Ready to reimagine print for your brand? From collectible zines to premium event magazines, our team can help you print pieces that resonate, last, and deliver impact.