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:

• NY Times – ‘The Revenge of the Niche Fashion Magazine’: https://www.nytimes.com/2025/04/07/style/fashion-magazines.html
• do you read me?! Shop: https://doyoureadme.de/en
• Monocle: https://monocle.com
• Patta (Shop & Magazine): https://www.patta.nl/
• Digital Dualism as critizised by Nathan Jurgenson: https://thesocietypages.org/cyborgology/2011/02/24/digital-dualism-versus-augmented-reality/
• Sources for the statistics:
• • 2021 MPA Factbook: https://www.newsmediaalliance.org/wp-content/uploads/2018/08/2021-MPA-Factbook_REVISED-NOV-2021.pdf
  • Bold Entity: https://boldentity.com/print-marketing-a-millennials-perspective/
  • Electro IQ: https://electroiq.com/stats/print-marketing-statistics/

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