Print power: why paper and ink reign supreme in the age of AI
Forget the metaverse; print is making a comeback.
There is no escaping that we live in a digital world. AI is changing the game and tech is only getting faster and more efficient. We need to lean in and work with it. But let’s be honest: all this progress isn’t necessarily making us happier. In fact, there's a growing hunger for something real — something tangible and authentic. That’s where print comes in.
The anti-algorithm age is here
Scroll through any social feed, and you'll see it: a craving for genuine connection and a rejection of the “sameness” that algorithms churn out. People are tired of being force-fed predictable content. They want to be surprised, delighted and engaged.
Trend forecasters Foresight Factory confirm it their latest report: “anti-algo culture” is on the rise. People are craving individuality and intentionality. Think vinyl over Spotify, independent bookstores over Amazon and, yes, print over pixels.
“Consumers are adopting activities that require greater intentionality. These provide them with opportunities to pause, reflect and engage more deeply. Whether it’s budgeting with cash, choosing thrifting over fast fashion, favouring physical media over convenient digital streams, or joining clubs to meet others instead of relying on dating apps, consumers are challenging the norms of convenience and proactively seeking out ways to make their lives more meaningful and fulfilling.” - Foresight Factory, The Era of Initiative - Trending 2025
How brands can fight digital overwhelm
The thrill of discovery
Cutting through the noise with original storytelling is key, as is allowing people to enjoy the thrill of discovering content on their own terms. Editorial in-house magazines, story-led catalogues and beautiful brand books are all brilliant ways to connect with consumers in a way that softly sells. Readers want to be in control of how they consume content, not be bombarded with shouty messaging that just pops up in their faces on their devices thanks to powerful algorithms that are accountable to no one.
Earn trust
Influencers shape public discourse daily, but according to a recent Unesco report, two-thirds skip rigorous fact-checking, with 42 per cent gauging credibility by likes and shares. Six out of 10 creators said they had not verified the accuracy of their information before sharing it with the audience. This has led to a rise in the spread of disinformation, which has put audiences on edge. The rise and rise of fake news means earning trust has never been more critical.
The art of curation
People are increasingly turning to trusted experts and curators for personalised recommendations, seeking guidance in a sea of information. There is less interest in the latest beauty fad or being seen in a top 10 holiday destination. Instead, people are opting for more low-key experiences that are off-the-beaten-track. They want expert insights and advice from actual humans about what to buy, where to go and what to do.
“Consumers and brands are realising that faster services do not necessarily equate to easier or more enjoyable lives. Automation and seamlessness, while seemingly boosting productivity, can sometimes erode human interaction and diminish enjoyment. For many brands, the shift to convenience isn’t delivering the desired results.” - Foresight Factory, The Era of Initiative - Trending 2025
A deeper level of engagement
In this context, lovely old-skool print offers a welcome respite. It provides a tangible, human-led experience that allows for genuine connection and serendipitous discovery. Think about it. The texture of the paper, the weight of the book in your hands, the carefully chosen typography and imagery – these elements combine to create a sensory experience that resonates on an emotional level.
This is where print truly shines, forging a connection with the reader that transcends the digital realm. It’s so much easier on the eye than staring at a screen. People are also 70 per cent more likely to remember a brand they see in print than online.
Print’s staying power
Yes, the newspaper industry has been in decline for years and fewer people are buying magazines. Yet print still accounts for around 80 per cent of global consumer magazine revenues and is expected to remain strong, declining only 5 per cent by 2026, according to the PwC Media & Entertainment Outlook 2022-2026 report.
So for those who thought print was dead, think again. The global print market, which includes all print media and books, is actually growing. What’s more, print offers longevity that digital can’t match. A beautifully designed brochure, expertly written paperback or a thoughtfully crafted coffee table book can remain in someone's hands – and on their mind – for weeks, months, or even years. This enduring presence provides continued brand exposure and reinforces your message in a way that fleeting Reels or TikToks simply don’t.
Taking control of your narrative
Lastly, and perhaps most importantly, print allows brands to take control of their narrative. Print offers a refreshing alternative in a digital world where algorithms often dictate what we see and how we see it. If you’re googling how to create a brand book for my business, we have the answer. Whether you’re thinking about writing a book to position you as a leader in your field, creating a coffee-table book or launching an in-house magazine, you have complete control over the message, the design and the distribution. This autonomy empowers you to craft a truly authentic and impactful representation of your brand.
In the age of AI, where content can often feel generic and impersonal, print provides a powerful platform for brands to own their story and connect with their audience on their own terms.
Brand storytelling through print: case studies from Salt & Sage
At Salt & Sage Storytelling, we’re passionate about crafting real narratives that shine a light on the people and businesses we support. While we’re huge fans of digital platforms and love writing editorial copy for websites, email newsletters and online blogs, we also recognise the unique magic of holding a beautifully crafted book or brochure.
Both of us come from a print background. Manfreda was a business journalist for a decade before she went freelance, working first on trade magazines like Retail Week and Drapers before moving over to the cut-throat world of daily news at The Daily Mail. Former production editor Felicity took business titles like Property Week, Building and Drapers from raw copy to printed-page perfection for over 10 years, including a stint in digital at Sunday Times Online — before going it alone.
Here are a few examples from recent projects we’ve worked on, both together and separately, that illustrate the enduring power of print:
Nyetimber Brand Book: A year in the life of England’s finest Sparkling wine
Manfreda collaborated with Nyetimber’s CEO Eric Heerema and winemakers Cherie Spriggs and Brad Greatrix to tell the story of this pioneering English sparkling wine producer. This involved developing story angles, interviewing key staff, advising on the book’s structure and working with book designers Uncommonly. Spanning 250 pages, the linen-bound coffee table book brings to life the rich heritage and pioneering spirit that have defined Nyetimber’s journey over the past 36 years and showcases how print can capture the essence of a brand and become a tangible representation of its values and craftsmanship.
Baros Maldives 50th Anniversary Brand Book
Going to the Maldives to craft a brand book celebrating Baros’s 50th anniversary was a dream project! Working closely with the in-house marketing team and designers, we wove together stories and visuals to create a commemorative piece worthy of this milestone anniversary. This book is a testament to Baros’s legacy, offering guests a tangible piece of paradise. It’s a project that will always be close to our hearts because it was in Baros that we came up with the idea for Salt & Sage Storytelling, capitalising on the gap in the market for story-driven content that elevates brands beyond traditional marketing.
FatFace Printed Catalogues
Collaborating with FatFace on their first-ever US catalogue allowed us to infuse their "Made for Life" campaign with storytelling. We managed the project with the designer and client to ensure deadlines were met. The copy had to be short, sweet and succinct for a new US consumer but still tell a story. We flatplanned the 64pp catalogue, created editorial-style interview questions for the designers, wrote the copy and proofread the final PDFs.
FatFace was thrilled with the result, saying that online sales had increased following this catalogue’s pre-Christmas drop. They subsequently booked us to work on the spring 2022 US catalogue, which was another success. This project demonstrates how print can elevate a brand’s message, creating a lasting impression on customers.
EFFORT: Everything Matters, by Dan Collins, Olympic medallist, world champion and performance expert
Felicity collaborated with Dan to refine and elevate his professional and personal performance coaching handbook, EFFORT: Everything Matters – Mastering The Mental Frameworks For A Meaningful Life. She restructured, copyedited and proofread the text to create a polished, engaging resource tailored to business owners seeking more fulfillment in life and work. The paperback was designed to resonate deeply with Dan’s ideal clients, drawing them into his expertise in business coaching, leadership and culture.
Thinking of creating your own book?
Whether it’s a brand book creation, a coffee table book project, or a customer magazine, here are 10 things to consider:
Define your objectives — what do you want to achieve with your publication?
Identify your target audience — who are you trying to reach?
Develop a strong concept — what is the overarching theme or message?
Craft compelling content — invest in high-quality writing and photography.
Consider the design and format — how will the look and feel reflect your brand?
Choose the right paper and printing techniques — these can make or break the reading experience.
Set a realistic budget — print can be costly (although perhaps not as much as you think), so plan accordingly.
Accept this is a long-term investment — you won’t see immediate ROI with a book; it’s more about building awareness and creating something that aligns with your values.
Don’t forget the environment — explore sustainable paper and printing options.
Be creative when promoting your publication — how will you get it into the hands of your audience? Could you tie in the launch with a live event?
Are you ready to tell your brand’s story? Salt & Sage Storytelling can help you bring your print project to life. Our print services include:
Concept development
Storytelling & copywriting
Copy editing & proofreading
Design & print management
Contact us today to discover how to use storytelling in print marketing.
