For decades, traditional print media was the backbone of public relations and communications strategies. Securing a feature in a national newspaper or a glossy magazine was often the ultimate goal for brands looking to build credibility and reach their audience. But with the rise of digital media, social platforms, and online influencer marketing, the landscape has since shifted dramatically. So, is print media on its way out? And what does the future look like for navigating the ever-evolving media landscape?
A decline in print circulation & rise in online news consumption
The decline of print media is no secret. The UK’s biggest newspapers have faced significant circulation drops over the past decade, with leading national titles of The Guardian, The Independent and The Times investing heavily in digital strategies. In fact, The Independent ceased its print edition entirely in 2016, as the UK’s first major newspaper to transition fully online. Even The Guardian, known for its commitment to print, has prioritised digital subscriptions and content, reflecting consumer behaviour shifts.
Print magazines have also felt the impact. Consumer lifestyle mags such as Marie Claire UK and Glamour UK have ceased regular print editions, choosing to focus on digital offerings where their target audiences are more engaged. This move aligns with data suggesting consumers increasingly prefer online content, consuming news through social media, podcasts, and mobile apps rather than physical newspapers and magazines.
According to a 2024 Ofcom report on Brits’ news consumption, 59% of UK adults use online sources for news, including social media and online news sites. This trend is increasingly more popular with younger demographics, reporting 88% of 16- to 24-year-olds favouring online sources.
Digitalisation: brand benefits of optimising online channels
Digital PR and online media have transformed how brands communicate with their audiences. Unlike traditional print, digital platforms offer advantages that make them attractive to PR professionals and brands alike:
1. SEO & evergreen content
Online coverage isn’t just about exposure – it’s also a powerful tool for search engine optimisation (SEO). When a brand is mentioned in an online publication, those backlinks drive traffic to their website, improving domain authority and search rankings. Print, in contrast, has no impact on a brand’s online visibility.
2. Online share of voice & audience reach
With the rise in social media and online sites such as news websites and blogs, digital coverage can be amplified across multiple channels. A feature in a major online publication can be shared, reshared, and engaged with far beyond the initial publication date, extending its reach in ways print coverage cannot. Influencer marketing, social media coverage and digital affiliate programmes further enhance visibility with the right audiences, as well as the ability to measure the impact of coverage and audience outcomes, making digital PR efforts more scalable and easier to analyse success.
3. Trackable metrics & ROI
One of the biggest advantages of digital PR is the ability to measure the impact to the audience and direct outcomes from online coverage. Through tracking links, UTM codes, and referral data, brands can clearly identify the audiences that engage with their online coverage and how many convert into customers. This level of insight, without the ability to track outtake metrics other than print circulation, is hard to achieve with traditional media.
4. Affiliate marketing & sales conversions
Many digital consumer publications now include affiliate links within editorial content, allowing brands to track direct sales attributed to PR efforts. Unlike print, where an article might encourage purchases but offers no way to measure conversions, digital articles can drive traffic and sales in a quantifiable way, making them an essential component of modern marketing strategies.
Does print media still have its place?
While digital has some advantages, print media still holds value in specific contexts. Broadsheets like The Times and The Financial Times have retained a loyal readership, particularly among high-net-worth individuals and professionals. Certain industries, such as luxury fashion and finance, still see print coverage as prestigious and influential. Additionally, trade publications in sectors like law, construction and health continue to foster trust, with print features in these niches remaining valuable.
Another benefit of print is perceived credibility. A double-page spread in a reputable magazine or a feature in The Sunday Times can carry weight that some online-only platforms lack. This credibility can be particularly useful in crisis communications or corporate reputation management.
Future media landscape predictions
While the shift to digital is undeniable, print media still has a place within a comprehensive PR strategy and continues to offer value to brands. The most effective campaigns integrate both print and digital channels, leveraging online platforms for reach, multimedia, data insights and SEO, while optimising print for credibility where relevant. For brands looking to maximise their PR impact, understanding the strengths of each medium across the media landscape – and how they complement one another – is key.
In the fluidity of the media landscape, PR professionals and brands alike must remain adaptable. Digital is now at the heart of communications strategies and is constantly advancing, however the benefit of traditional media is still held at high importance for brand reputation. With predictions for the future undoubtedly seeing the evolution of digital grow, brands and marketing professionals should currently continue to utilise the benefits of both print and digital mediums, to capitalise on the best of both worlds.