Newspapers Surge 87% Boost
Maev and Bala lead charge, selling out in 48 hours with print issues made by Scotland's Newspaper Club
In a surprising turn of events, newspapers have become the go-to marketing tool for consumer brands, with companies like Maev and Bala creating their own print issues to promote products and engage with customers. This trend has led to a significant increase in demand for small-batch printing presses like Scotland's Newspaper Club.
Maev, a direct-to-consumer dog food brand, saw an 87% increase in social media engagement after posting a photo of a newspaper it created to tease its new Nordic fish formula. The company distributed copies at dog parks, in PR mailers, and at Nordic cafes, generating significant buzz around its product launch.
Bala, an ankle-weight maker, also benefited from this trend. Its collaboration with Dunkin' sold out in 48 hours, making it the brand's fastest-selling collab to date. The company produced its second-ever newspaper to promote the collaboration on social media, and the results were impressive.
Newspaper Club, a small-batch printing press based in Scotland, has been a major beneficiary of this trend. The company saw a 50% increase in business in 2024 and has since printed over 40 million newspapers since launching in 2009. With a team of 10 staffers, Newspaper Club offers worldwide shipping in 2-9 days and uses eco-friendly ink and paper.
## What's driving the trend The rise of newspapers as a marketing tool can be attributed to their ability to drive engagement online. Brands are using physical newspapers to promote their products and create a sense of community with their customers. This trend has also led to increased demand for small-batch printing presses like Newspaper Club, which offers a range of pricing options, from $67 for one copy to around $1,200 for 1,000 copies.
## Why it matters The revival of newspapers as a marketing tool is significant, given that around 3,500 newspapers have disappeared in the US since the mid-2000s. This trend shows that there is still a place for physical newspapers in the digital age, and companies are finding creative ways to use them to engage with their customers. As brands continue to look for new ways to promote their products and build community, it's likely that we'll see even more innovative uses of newspapers in the future.
