HIGHStyle is the first of Highsnobiety’s series of glossy magazines, which will feature different product categories that appeal to the brand’s audience, such as sneakers or trousers. Unlike other similar publications, the aim isn’t simply to highlight products available on its online platforms, but to serve as a source of discovery for readers. HIGHStyle wants to draw in Gen Zers who are returning to print – 77% of this generation say they prefer reading printed books. However, Highsnobiety wants its magazine to keep a cross-medium appeal. “The first conversations we had around each article also included, ‘What will this look like on Instagram?'” says editor-in-chief Thom Bettridge.

An overload of online content is leaving even digital natives feeling overwhelmed. In fact, 51% of Gen Yers and Zers say they often daydream about what life would be like without social media. Several digital platforms have created print publications to cater to a growing consumer desire for physical experiences. Following the success of their Instagram accounts, Overheard LA launched a print magazine and The Face relaunched its magazine. Meanwhile, Vogue adapted its content strategy to the reading habits of young audiences and has seen readership increase. As people look for ways to stay entertained and inspired while also disconnecting from devices, mixed-medium content is becoming more popular.

Digital platforms are creating print publications to cater to desires for physical experiences.Samantha Hentosh (2020)

Polina Norina is a senior behavioural analyst at Canvas8. She has a background in editorial project management and copywriting, and has previously worked on New York Times bestsellers in trade publishing and international comms projects for companies like Airbus. Outside of work, you can find her learning new languages, reading non-fiction or discovering new design innovations.