Is print dead? Far from it. For the right audience, a quality print publication can be a powerful part of a broader content marketing strategy.
In this blog, we explore why print still matters – and how our award-winning publication The Edit for Jellis Craig & Company brought print and digital content together.
Has print completely lost its relevance?
There’s no question that digital channels dominate modern content marketing. Websites, email, social media, video and search give brands extraordinary opportunities to reach audiences quickly, frequently and at scale.
But that doesn’t mean print has lost its place.
For the right audience, and with the right strategy behind it, a beautifully produced print publication can offer something increasingly rare: a tangible, considered experience that invites people to slow down and spend time with a brand.
We were recently reminded of print’s enduring potential when Content Empire won Best NEW Publication (Print or Digital) at the 2026 Content Marketing Awards for The Edit, created for Jellis Craig & Company.
The global Content Marketing Awards recognised The Edit for identifying a strategic market gap, developing a complete content ecosystem and positioning Jellis Craig & Company as a curator of valuable conversations rather than simply another participant in the property market.
Why print can still work
Not every audience wants every interaction to take place on a screen. For some audiences, print carries qualities that digital content can struggle to replicate: permanence, tactility and a sense of occasion. A publication can sit on a coffee table, travel home from an event or open house, be shared with someone else and be rediscovered weeks or months later.
But this is precisely why brands need to be selective about what they print.
There is little value in producing more disposable marketing collateral. Print earns its place when the content is sufficiently useful, interesting or beautiful that people genuinely want to keep it.
And importantly, a print publication is not a content marketing strategy in itself.
The strongest print outputs sit within a cohesive strategy that considers the audience, their information needs, the role of different channels and how content can be distributed, amplified and repurposed.
How we created The Edit
That thinking underpinned our work with Jellis Craig & Company.
Operating across Melbourne’s premium Boroondara property market, Jellis Craig & Company wanted to deepen relationships with high-net-worth clients and differentiate its brand. We identified an opportunity to create editorial content around not only prestige property, but the broader subjects this audience genuinely values: architecture, design, wealth, culture, travel, wine and art.
The result was The Edit, a premium 40-page publication designed to feel more like quality independent media than branded collateral. Its first edition combined market intelligence and property insights with stories exploring everything from intergenerational wealth and art collecting to architecture, luxury travel and global lifestyle trends.
The print version of The Edit is distributed through premium listing kits, prestige open homes and direct mail, as a desirable editorial product that readers can keep, revisit and share.
Print, however, was only one part of the ecosystem.
A high-quality digital edition was created using Publuu, extending access beyond physical distribution. The Edit was also launched through the Jellis Craig website, where readers could discover the publication through its established ‘In Focus’ news hub and click directly through to the complete digital edition.
That matters because the wider Jellis Craig digital ecosystem provides significant amplification opportunities. Its website attracts more than one million unique visits each quarter, while regular email communications reach more than 50,000 subscribers. Blog content is also amplified through the wider Jellis Craig network database of more than 2.6 million registered client contacts. LinkedIn provided another channel through which The Edit reaches professional and premium audiences.
One piece of flagship content therefore became part of a much larger content and distribution strategy.
Creating content worth keeping
CMI described The Edit as a “complete ecosystem”, recognising the strategy spanning concept development, editorial planning, expert contributors, premium tone and multi-channel distribution.
For Content Empire, winning Best NEW Publication (Print or Digital) against a global field is wonderful recognition of the work that went into creating that ecosystem.
It also reinforces something we believe strongly: the question isn’t whether print is dead or digital has won.
The better question is: what content does your audience value, and what is the best way to deliver it?
Sometimes, the answer may still be something they can hold in their hands.
Need help with a content strategy that includes print? Get in touch.
