Amazon’s determination earlier this 12 months to finish its service permitting folks to subscribe to print and digital magazines got here at a stunning time. The tech behemoth would possibly need out of the publishing trade, however the trade itself is within the midst of a resurgence. And, regardless of standard narratives that print is “on its manner out” and even “useless,” new surveys present that in terms of each magazines and books, print could be very a lot alive.

For almost 20 years, I’ve been publishing Metropolis Information in New York Metropolis, the publication that folks decide up in any respect the lodges and at numerous vacationer stops. For a lot of that point, I’ve had naysayers inform me to cease placing a lot focus into our print copies, since “digital is every thing.”

Identical to many different native and regional publications, we do have an lively digital presence. However we’ve got prevented the stress to make print simply an afterthought. And we’re among the many many small companies reaping the rewards for that call.

For the previous decade, general journal readership has been rising. There was a momentary dip throughout the pandemic when folks stayed dwelling, which meant a lower in “pass-along studying”–folks sharing their copies. However numbers have been climbing again up since then.

Most journal readers nonetheless favor print. In a YouGov survey, solely 29% of readers in the US and 18% within the U.Okay. stated they like studying magazines on-line.

For a lot of newspapers, digital readership has overtaken print. However newspapers have seen their very own share of fine information. Subscriptions general (together with print and digital) elevated final 12 months in massive, medium, and small markets. Common income per reader is up–and is anticipated to maintain rising. This supplies hope that dailies may return to extra markets–and hope for the futures of the greater than 100,000 individuals who work for papers.

Ebook gross sales, in the meantime, noticed an enormous spike lately. In 2020, the primary 12 months of the pandemic, publishers offered almost 60 million extra print books than the 12 months earlier than. The numbers stored going up in 2021, hitting a brand new file. Whereas gross sales dipped from that top final 12 months, they remained 12% above 2019 (pre-pandemic) ranges. After years of decline, Barnes & Noble is now increasing once more.

This phenomenon isn’t confined to the US. In different components of the world as properly, readers “love the texture of turning pages of their fingers,” the World Financial Discussion board reported.

In a manner, the concept digital is overtaking print amongst readers has at all times been a bit overblown. For publishers, the full quantity of people that entry a publication in print vs. digital is just one metric. The time they spend studying could be simply as essential, or much more so. Surveys counsel that many readers commit extra minutes to studying print than scrolling by way of articles on-line. This helps clarify why you retain listening to about new area of interest magazines being launched.

Whereas some folks instinctively consider print as being nearly solely for older folks, about two-thirds of adults aged 18 to 34 stated they love the contact and really feel of printed magazines. After we surveyed our readers, we discovered that they run the gamut in age, and two-thirds are underneath 45 years previous.

By not giving up on print, native publishers are additionally conserving extra folks employed. Magazines present about 68,000 jobs straight and assist one other 200,000, in response to the Journal Media Factbook, an annual research from the Information/Media Alliance. We’re additionally ensuring to serve the all too usually forgotten individuals who don’t have Web entry.

Print is properly positioned to benefit from a rising phenomenon: “digital detox” time. Extra individuals are starting to schedule time away from gadgets and notifications, and plenty of of them are on the lookout for “tactile media”-good old school studying materials. That is particularly the case for many individuals on holidays, who’ve discovered that staying away from the online, even their smartphones, is a necessity with a purpose to chill out.

Another excuse print is rising? Advertisers are displaying curiosity primarily based on analysis in regards to the impression of print, and the way it interacts with components of the mind. Customers usually discover journal adverts much less “intrusive,” and say they dislike this type of promoting the least.

So don’t rely print out. There are greater than 7,000 magazines in the US, reaching 220 million readers. The native periodicals you see in shops, lodges, docs’ places of work, or in your mailbox have a protracted life forward of them–with or with out Amazon.

David Miller is CEO of Davler Media Group.

The opinions expressed in Fortune.com commentary items are solely the views of their authors and don’t essentially replicate the opinions and beliefs of Fortune.

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