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Threatened by the rise in paper, printing and postage costs, online custom magazines rejoice an
increased interest. They are seen as a more efficient, but equivalent alternative to offline custom
magazines. Most digital custom magazines, however, contain an electronic replica of the print version.
Our study explores the question of whether online page-turn custom magazines are an equivalent
alternative to offline custom magazines.
Based on our survey results we conclude that custom magazines have a bright future online. Replicas of
the print version, however, are not the future of the industry since the facsimile copy of the print edition in
a digital page-turn format does not stand up to print. Paper still ‘feels’ good and holds a much stronger
position, compared to online magazines, in terms of reach and average reading time. Another benefit of
offline custom magazines is that customers in general, and women in particular, prefer offline, since it
offers them something tangible and physical they can hold and engage with. In sum, there is still place for
print content in the digital age and before we move to jettison the magazine, let us fully understand what it
is we are possibly throwing away.