Why are magazines and print publications still relevant to your marketing mix?

Launching a Bike Got Me Thinking

Back when I worked on my first bike launch with Rocky Mountain, the Slayer, one of my priorities was finding interesting outlets to share the news. I had a list of regional media, generic outdoors media and endemic mountain bike outlets to leaf through. But where to start? I put my self in the shoes of a consumer, someone looking to buy the latest and greatest long-travel mountain bike.

Dirt

A legend of the paper media era (sadly no-more)

Years ago, that was easy: browse the local newsstand or bookshop and grab a handful of magazines. Sign up for monthly copies of said magazines but only the ones with the best stories, most colourful reviews and coolest pictures. I subscribed, I researched, I compared.

Later, once I became a marketer, from a brand perspective, we picked a few magazines, sent a press release, and waited for the issue to land in subscribers’ mailboxes.

Today it’s different. People start with Google — or even ChatGPT. Instead of flipping pages, they type “best trail bike 2025” or “best value downhill bike” into a search bar or AI assistant.

Either way, the first stop is digital.

Enduro Mag

A classic, Euro-focused outlet with incredible photography

Are Endemic Media Buys Still Relevant in the Digital Era?

As marketers, we want messages in front of the right people at the right time. Ultimately, we’re chasing a purchase. When reviewing media kits for publications, I was surprised to find some authoritative outlets had low social followings and average digital engagement. I was scratching my head, trying to figure out how to integrate these outlets into my mix for product launches. Why invest in outlets when you can’t trace ROI as cleanly as with digital ads?

The real value of media outlets isn’t necessarily their follower count or clean attribution models.

It’s a bundled package.

First, you’re tapping into their SEO power

Strong outlets show up first on Google — and they also influence what ChatGPT surfaces in answers (also known as GEO or Generative Engine Optimization).

That’s thanks to domain authority: a measure of a site’s credibility built through consistent publishing and backlinks. If your launch review runs on a respected site, it’s far more likely to:

• Rank high in Google, and

• Feed into AI recommendations

Dig deeper on SEO, here: Moz – What is Domain Authority

Second, Supporting Media = Supporting the Industry

Think of the bigger picture here. Media does more than convert. We’re operating in a ecosystem that wants to share exciting news about our products and in turn needs the funding to pair announcements with great storytelling and in-depth reviews.

Freehub Magazine

Home to some of my favourite MTB adventure stories.

Next, the people want trust.

In the 2024 Edelman Trust Barometer Global Report, traditional media remains one of the most trusted sources of info worldwide, showing that credible outlets still carry influence especially as social and owned media face greater skepticism.

Finally, print creates space

Print can also be a refreshing way to cut through the noise. In a world where feeds are crowded with ads and sponsored posts, a beautifully designed print spread can command attention in a way digital sometimes can’t. Readers often slow down with a magazine in hand, giving your story or product more room to resonate.

Spoke

New Zealand knows how to do editorial.

Best Practices for Product Coverage

Paying for space doesn’t guarantee glowing editorial. Success comes down to:

• Great products: reviews can’t fix a mediocre release.

• Timing: although not always possible, aim to ship samples early. “First look” = weeks; long-term = months.

• Support: provide assets, details, and quick responses.

• Respect: once it’s in their hands, step back. Integrity is the value.

Next time you buy a print ad, think about the bigger picture: you’re not just buying space, you’re funding the storytelling ecosystem.

Measure what matters

Forget vanity metrics like subscription counts or followers. Instead, focus on:

• Website traffic and rankings

• Domain authority

• Web-based engagement (time on page, comments, newsletter opens)

That’s where the real influence lives.

Media publishing is still critical

Throughout my time launching bikes with Rocky Mountain, I explored partnerships with cool publishers and brought the ethos across to other sectors that are supported by endemic media. Consumers may not wait for magazines in the mail anymore, but when they research a product, it’s still trusted outlets that shape decisions. Those outlets rank in Google. They inform ChatGPT. They still have an irreplaceable tactile feel.

They tell the stories of our industries.