The way we’ve consumed media has changed, and many in the print industry are embracing it.
Christoph Ruef, VP & GM, Americas Printing, HP Inc.05.23.19
On the morning of Aug.13, 2018, New Yorkers put down their phones to pick up the paper. This divergence from digital was sparked by a landmark partnership between the New York Post and the streetwear brand Supreme. The paper cleared its cover of headlines and instead dedicated the edition’s front and back page to the apparel brand’s iconic red and white logo — a move that left newsstands bare within a few hours.
The way we’ve consumed media has changed and many in the print industry are embracing it. Too often, print’s critics equate its static form with an inability to innovate. The Post showed us that is not true. Its partnership with Supreme marked a first in the paper’s 200-year history and pointed to a major shift in print’s creative strategies within an increasingly digital market.
The decrease in circulation of traditional print products is not a de facto “death of print.” The disruption pres
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