The global print market continues to grow

The global print market continues to grow and, above all, is evolving. Something entirely new is emerging: a more selective, curated, and refined form of print that is becoming a true object of value.

Today, luxury brands and niche companies are doubling down on print with a clear goal: to reach a discerning audience that values beauty and quality. In a landscape dominated by increasingly intrusive advertising and endless digital streams, paper offers something that screens struggle to replicate.

A high-end magazine, an editorial catalog, a corporate publication, or a photo book—beyond serving as communication tools—become physical experiences that convey care, expertise, and authority. These objects become desirable and memorable.

What do the numbers say?
Let’s look at the global market figures:
• The “niche” boom: In the 1990s, independent and luxury magazines accounted for less than 5% of the market; by 2011, they made up just 8%. Today, they exceed 35% of the total. This is a massive shift that is redefining the role of print media.
• Gen Z trusts print: 82% of young people say they trust print more than online advertising, and 71% find print catalogs much more authentic than screens.
Paper engages multiple senses simultaneously and transforms materials, finishes, and details into an integral part of the message. An experience that fosters attention, engagement, and brand recall.

Why does print continue to work?
The latest research reveals some interesting data.
Print encourages slower, more focused engagement, increasing both involvement and the message’s retention. Spontaneous brand recall for a print ad reaches 77%, compared to a modest 46% for those who see the same ad on a screen.
In other words: while digital competes for attention, print builds relationships.

The Role of Grafiche Antiga
At Grafiche Antiga, we witness this evolution every day.
More and more companies and studios are asking us to transform content into an object capable of representing the value of a brand, a cultural institution, or a product.
Technology remains essential, but what makes the difference is the ability to give shape to a tangible experience, one that is meant to stand the test of time.
Because physical objects continue to hold extraordinary value.
📞 (+39) 0423 6388
📧 servizioclienti@graficheantiga.it

Sources

1. Harris Poll & RRD (2025/26): Research on Gen Z’s consumption habits, perception of authenticity, and trust in traditional media.
2. Canada Post Neuromarketing Study & Newsworks (2025/26): Comparative analysis of cognitive effectiveness, focused attention, and brand recall rates (Print 77% vs. Digital 46%).
3. WifiTalents & MediaVoices (2026): Report on the evolution of independent publishing and the global print market’s shift toward luxury and niche segments (from 5% to 35%).
4. Assografici / Politecnico di Milano Observatories (Luxury Retail): for specific data on the Italian and European markets regarding how high-end print catalogs are once again becoming the primary driver of conversion for high-end and luxury fashion products (“the lookbook effect”).