What Brands are Doing with Print

In my first article in this series, I looked at our relationship with paper and why its familiar qualities have taken on new value in a digital world.

But what does that mean for brands?

It's a question we get to consider from a few different perspectives at SJC. Our business spans three divisions: Content, Media and Print. I've been here for 20 years, and a lot has changed in that time, from how we create content and produce print to how audiences consume media and how brands reach their customers.

Our industry keeps changing, and AI is speeding that up. But print plays an important role in all three parts of our business.

Our content teams continue to create custom print publications and retail guides when the occasion calls for it. Our media brands have grown into multi-channel platforms spanning digital, social, video, podcasts and events, and print is still part of the mix. Our Print division produces magazines, retail catalogues, flyers, direct mail and other marketing materials for brands across North America.

Some publications have moved entirely online, while others print fewer issues. But with so much content now on screens, there’s something appealing about a magazine, catalogue or other printed piece you can hold.

Brands are still finding reasons to use print, and we're seeing some interesting examples of this at SJC and beyond.

Ray D’Antonio, EVP, Sales & Marketing at SJC Print, sees the conversation shifting away from print versus digital.

“I think we've moved well beyond the conversation about print versus digital. Marketers have more ways than ever to reach consumers, and that's a good thing. But more channels don't necessarily mean better results. What matters is understanding your audience, what you're trying to accomplish, and where each medium can make a difference. Print isn't the answer to every marketing challenge, nor should it be. But when it's used for the right reasons, it can be incredibly effective. That's why we continue to see some of the world's most sophisticated brands investing in it.”

Building relationships beyond the transaction

This year, several brands have launched their own editorial publications.

In September, online fashion retailer REVOLVE launched its first magazine, an annual print and digital publication featuring fashion, beauty and culture.

“In a world that's increasingly short-form and digital, we wanted to create something that lets us slow down and have a longer conversation with our customers,” said Michael Mente, REVOLVE's co-founder and co-CEO, in the company's announcement.

Canadian apparel brand DUER introduced Interval, a quarterly magazine featuring interviews, photography and stories about design, culture and the people who and the people behind 

At SJC, we create custom magazines for brands looking to connect with readers through stories and ideas that go beyond their products.

For Toronto real estate brokerage Heaps Estrin, we produce BEYOND, a premium lifestyle publication designed to keep the brand connected to its community between real estate transactions.

The magazine explores design, culture, neighbourhoods and the people who shape them. Published twice a year, it reaches readers through targeted distribution, agents and events, and now has a digital edition.

“BEYOND has taken on a life of its own,” says Jane McIver, director of marketing & brand innovation at Heaps Estrin. “The reader response has been phenomenal, from clients making special trips to our headquarters to collect back issues to people discovering places they first encountered through the magazine.”

For Porter Airlines, we custom publish re:porter, a bi-monthly magazine distributed onboard Porter flights and available digitally. Designed to reflect the personality of the Porter experience, it offers travellers recommendations that take them beyond the usual tourist attractions, whether they're looking for a neighbourhood cocktail bar, a design bookshop or a French bakery.

First launched in 2006, the magazine recently celebrated its 100th issue. According to Porter, some regular passengers collect the issues, while others use its destination guides to discover places to visit during their travels.

We also custom publish the award-winning Pivot for CPA Canada, which moved to a primarily digital model this year while retaining a year-end print issue.

Inspiring discovery and purchases

For all the convenience of online shopping, there's something enjoyable about browsing a catalogue.

You don't necessarily know what you're looking for. You might discover something unexpected, circle a favourite or pass it along to someone else.

Amazon clearly sees value in that experience.

Its 2026 Holiday Kids Gift Book features more than 600 toys and gifts, alongside illustrated stories and activities. Now in its ninth year, the printed catalogue is distributed to millions of households.

The holiday season is one time of year when print can play a particularly useful role, especially for families with kids making their wish lists.

We see that firsthand through our long-standing partnership with Walmart Canada. As its content partner, our team produces photography and video for its marketing throughout the year, including the annual Toy Guide.

For the 2026 edition, our team spent months planning, styling and photographing hundreds of toys, bringing Walmart's holiday gift recommendations to life. Distributed to millions of Canadian households through Canada Post and available in stores, the printed guide includes activities for kids, such as colouring pages and connect-the-dots. A digital version is also available on Flipp. 

Creating experiences people remember

Print offers something digital advertising can't: a physical experience.

Earlier this year, British beauty retailer Boots partnered with HELLO! Fashion on a three-dimensional pop-up advertisement featuring its spring beauty collection. Readers could physically unfold and explore the piece, which was part of a broader campaign across other media channels.

Our team took a similar approach with a fold-out flyer developed for a Walmart Discovery event. The piece invited recipients to unfold, scan a QR code and shop, connecting a tactile experience directly to digital commerce

Direct mail reaches people by name. For Heart & Stroke’s annual Winter Lottery, SJC Print manages the planning, production and fulfillment, from personalized letters and envelopes to brochures and supporting materials. The campaign runs for months, with scheduled mailings across Ontario.

Other printed pieces are designed to stay with people longer. Consider a branded calendar, such as the one we've produced for Dairy Farmers of Ontario. A calendar has a practical purpose and a reason to remain visible in someone's home throughout the year.

Or consider Food & Drink, the LCBO’s magazine, printed by SJC. For many Ontarians, picking up a copy at the store is a familiar ritual. Its recipes, pairings and seasonal features keep readers coming back between visits.

Reaching audiences in a trusted environment

There's also the more familiar role of print advertising, which continues to offer brands a way to reach established audiences.

New research is adding to our understanding of its value.

A 2026 FIPP and UPM study found 54 per cent of magazine readers would be more likely to buy from an unfamiliar brand they saw in a print magazine than in a social post.

The research also found that magazine advertising was considered more trustworthy than advertising on social media or through influencers.

For brands, it's a reminder that the environment in which an advertisement appears can influence how it's received.

Our own SJC Media brands continue to reach substantial print audiences. Maclean's has over 1.5 million readers per issue, while Chatelaine reaches about 1.38 million. Across our portfolio, advertisers can connect with these audiences through print advertising and branded content, with opportunities to extend campaigns across digital, social and events.

‍Finding the right role for print

Print plays different roles for different brands.

A custom magazine can build relationships over time. A catalogue can encourage discovery and purchases. Direct mail can reach people personally, by name. A creative printed piece can make an event or product launch stand out. And print advertising can connect brands with readers in a trusted editorial environment.

None of this means print is the right choice for every brand or campaign. The objective, audience and how it fits into the broader marketing mix all matter.

“Brands are becoming much more intentional about print,” says Ray D’Antonio, executive vice-president, sales and marketing, SJC Print. “Some clients are printing less, but they’re keeping it because it gets attention in a way digital often doesn’t.”

Print has changed, but what draws people to paper hasn’t. And as the brands featured here show, that connection can be even more powerful when so much of our lives happens on screens.

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Next in the Print. Think Again. series, I'll take a closer look at magazines and what makes them such a distinctive experience for readers and advertisers.

Want to explore what print could do for your brand? Connect with our team to start a conversation.

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