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#242 – CITY MAGAZINE

These days I'm devoting my thoughts to the press. I am more or less forced to do so by the situation in which such media find themselves, as well as the news or discovery that one of my favorite print media, the British Shortlist, is no longer published.

You usually got your hands on it at the exit of the tube in London… if you were lucky. It is no secret that many things have changed in the press in recent years, that magazines have stopped printing or have reduced their circulation or frequency of publication. But the print still hasn't disappeared, just its role is changing. Newspapers, for example, are no longer the mainstay of marketing. Heck, there isn't even a television! People have more access to news and entertainment than ever before and countless ways to consume it. It's funny (or ironic) that print, that "old-fashioned" product of marketing, is actually becoming unique, yet a great and sophisticated way to break through the chaos of digital advertising.

There is something in the press human and concrete. We can't put a website on the coffee table in the living room or put it in someone's hands. If we want to show superior design, print is our medium. It is absolute. It is what it is. It can no longer be changed, broken into pieces, or endlessly modified. It makes it easier to connect with readers and thus create a printed publication that truly meets their needs.

What's old is new again. And in this case, new and old can work together in innovative and powerful ways!

Lucia Marko,
editor

Instagram: lucymarko
E: lucija.marko@citymagazine.si

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