By German Sacristan, Priya Gohil, Keypoint Intelligence

Despite living in a digital age, the effectiveness of print has proven to be powerful when used to talk to the right people at the right time and in the right way.  Research reveals consumers still appreciate the tactile reassurance that comes from holding a printed piece, even when they are intending to buy online.

For any business attempting to stand out amongst the marketing clutter, the “magalogue” is a marketing tool designed to do just that. It captures the buyer’s attention (which is the first objective of marketing), but it also creates an experience for the reader while elevating the perception of value of the marketer’s brand. A magalogue presents editorial information in an attractive, magazine-style format, usually with high-production or creative values, photography, and feature-led articles. It wants to not only stand out but to be savoured and digested at a leisurely pace as well.

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