So when two things that I love come together and prove what we already know (print is awesome) I would be foolish not to write about it.

After 14 years of being primarily an online luxury fashion destination, E-Commerce powerhouse Net-A-Porter recognised that their consumers were magazine lovers, reading about 4 to 5 per month! In 2014 Net-A-Porter moved out of its comfort zone and set about publishing its first print magazine named Porter. A merging of two strong communication mediums saw readers engage with editorial content in luxe print format whilst also giving them the power to instantly purchase products by scanning the item they were drooling over via an app. While this was a risk it was definitely a calculated one. There is a stack of case studies and stats that prove time and time again that not only does print perform on its own but also within a multichannel campaign. A recent study showed that the online component of a typical campaign pays back some 62% more when a printed element is integrated into the marketing mix.

The results showed that publishing the magazine proved worthy, showing continuous popularity with circulation reaching 170,038 in February 2016, with double-digit growth expected for 2016. Since the launch readers have scanned more than 90,000 products with an interaction rate of 80% clicking through to Net-A-Porter.com. Those customers that do subscribe to Porter have increased their spend by 125% and their rate of frequency on the site by 25%. Porter has been successful in both increasing website traffic and sales by introducing print into the mix.

Porter has highlighted that people still get excited about print, especially beautifully designed pieces with high quality content and stunning imagery. The print magazine was able to fill the lacking physical representation of the brand, bringing Net-A-Porter’s online store offline and into the living rooms of their consumers, offering direct tangible contact with customers that the permanent nature of print uniquely delivers. Net-A-Porter has shown that print is an extremely successful tool for businesses if they innovate with their products and continue to integrate print and digital.

This example can be laid across any business model and with any printed product. Paper and packaging is one of the most effective ways to leave your brand in the hands of your consumer. Allows you to reach a board range of people and strengthens the visibility of your brand.

“We’re building a physical temple to our brand – like Apple did with stores. Porter is meant to be a lasting, more intimate look into the minds of fashion’s most interesting people. It will be published six times a year and distributed in 60 countries.” – Natalie Massenet. Net-A-Porter’s founder.

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Despite being 18 January 2016 we are still filled with that New Year feeling. Our holiday glow is far from being faded, our work attire could best be described as ‘vacation smart’ and we are only in the early stages of discussing how we are going to shift the excess kilos we gathered from dining room-hopping over the Christmas break. We are relaxed, joyful and completely ready for 2016.

Last year we decided that we wanted to kick off 2016 with a big change; we were ready to shake things up and we wanted a fresh new look for Morgan Printing. Over the past three years the business has experienced some fantastic growth; whilst changing and moving with that growth (it can be tricky when the business is over 40 years old) we have managed to refine our approach to become clearer about our position in the print industry and the direction Morgan Printing will take in the up coming years. It was time for our branding to come up to the level of work we produce.

For the first time we decided to have a design firm do this update for us. We have always designed our own logo but we felt it was really important to step away from the process and have some else with loads of talent design something that they believed represented our business well. We handed this baby over to our amazing clients, Smack Bang Designs. They worked their magic and presented us with some pretty exceptional options (everyone at Morgan Printing spent many a coffee break staring at A3 pieces of paper with beautiful designs sprawled across them) until we finally arrived at our new gem of a logo. She is a real beauty – strong, traditional yet contemporary and down right clever.

As you can see (go on have a look) we have updated our website to reflect this new look, we have taken the opportunity to give our portfolio a shuffle around and load it up with some more recent work as well.

We would love to hear what you think of our make over, so hit us up – leave us a comment, drop us an email or go old school and give us a call.

In 2016 we look forward to producing exceptional print, strengthening our relationships with our very supportive clients and working with businesses and brands that we respect and mirror our passion in their chosen field.

Holly

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