""People live beyond digital screens," says Huang. "Clients tell us they over-invested in digital during Covid. Now, with people back in the real world, they're reassessing their channel mix - and print is back on the radar.""
"Print's role, Huang argues, is emotional. It's about building trust and deeper brand recall - something hard to replicate on a mobile screen."
""News will always be a digital-first play," he admits, "but print gives you a curated, ritual experience. It reaches people when they're relaxed, reflective, and willing to engage.""
The South China Morning Post (SCMP) is successfully integrating print media into its overall strategy while many publishers choose digital-only paths. SVP Kevin Huang emphasizes the renewed interest in print as clients reassess their advertising strategies post-COVID. SCMP maintains a strong presence in both print and digital sectors, creating high-trust environments through its various publications. Their successful growth in IP events and branded content showcases the effectiveness of multi-format campaigns. Huang insists that print's emotional connection is irreplaceable, offering readers a curated experience that engages them in a reflective manner, despite news being a primarily digital-first endeavor.
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