Print media retains its power to impress in Asia’s luxury market

In an era that fetishises technology, digital dominates the advertising space. Yet in Asia’s luxury landscape, print has not been left with only memories of a gloriously analogue past. Instead, the medium has evolved to offer a permanence and prestige that screens struggle to replicate. As Randy Duax, managing director, Asia-Pacific at Stagwell, puts it: “Digital won the battle for attention [but] print still wins the battle for significance.”

Enduring allure

For luxury brands targeting affluent audiences in Asia, print combines permanence, intention and gravitas – exuding a prestige that cannot be replicated with digital media. Much of that comes from the physical experience of the printed page.

“Print offers a more considered, tactile encounter with our stories: the feel of the paper, the rhythm of turning each page, the ability to linger on an image or on a sentence,” explains Loletta Lai, Natural Diamonds APAC vice-president, De Beers Group. “Print can deepen the emotional connection because it feels permanent and can be kept forever.”