Industry experts shared their views on the challenges facing print media today and their ability to adapt to changing market conditions at an international seminar “Value of Printing”, organised by the Poligrāfijas grupa Mūkusala on November 5, 2025, in the Panorama Hall of the Wellton Riverside Hotel.

The event was opened by Jurģis Šķilters, professor at the Faculty of Sciences and Technology at the University of Latvia and head of the Perception and Cognitive Systems Laboratory, with a research-based presentation on the essential role of analog reading in information perception, processing, and learning ability. Belgian representative Ulbe Jelluma, Print Media Ambassador for Print Power Europe, shared his thoughts on the unique features and advantages of print media, which should be communicated to the public and advertisers, who often prefer algorithm-based digital media. Alastair Lewis from the United Kingdom, CEO of the International Federation of Periodical Publishers (FIPP), shared positive examples of foreign media from various industries that have successfully adapted their operations to current trends. The day ended with Konstantīns Kuzikovs, CEO of the publishing house “Žurnāls Santa” and board member of the Latvian Advertising Association, sharing his thoughts on how to transfer content to the digital environment.

Participants in the event noted that the venue for this year’s lectures and discussions had been chosen meaningfully – with a view of the Latvian National Library on the opposite bank of the Daugava River, where the 500th anniversary of Latvian book publishing was celebrated. The first book in Latvian was printed in 1525, and, as was pointed out in one of the presentations, book publishing and print media have survived the advent of television, the internet, and smartphones, and there is no doubt that print media and books will continue to have a place in our daily lives in the future.

We understand printed text better

Jurģis Šķilters, professor at the Faculty of Sciences and Technology at the University of Latvia and head of the Perception and Cognitive Systems Laboratory, said in his lecture “Format Affects Comprehension” that research conducted over the past 10 years confirms that the format in which we read (digital or analog) influences how we perceive the information contained in the text.

Human perception is capable of adapting without the person even noticing. Unfortunately, something is lost in the process of adaptation. When reading in digital format, we are able to shift our attention from one piece of information to the next, interact with the text, and read faster overall, but we focus on individual keywords, which reduces the quality of text processing and impairs our understanding of the content. In contrast, when reading analog sources, horizontal scanning, or eye movements consisting of jumps and fixations, is used to a greater extent, during which the cognitive processing process takes place. In reading research, this is one of the most accurate measurement tools. When reading analogously, different parts of the brain are more actively involved and we perceive the overall meaning better.

Reading analogues also involves sensorimotor contact, which is particularly important in the learning process. In other words, contact with paper and turning pages is necessary. It has been proven that writing on paper is just as important, because the hand is part of the human information processing mechanisms and thought processes. By transferring this function to artificial intelligence tools, as is often the case, the ability to analyze independently is lost. It has been observed that, in the long term, the speed at which children process information has increased significantly with the predominant use of digital tools. At the same time, the error rate has also increased significantly.

Throughout the day, speakers repeatedly returned to the thesis that the consequences of increasing digitization are most evident in children’s reading skills and text comprehension. Not only adults, but also children have developed various digital habits that need to be reconsidered. Šķilters recommends distinguishing between content that is facilitated by digital solutions and content where it is essential to promote understanding. In order to optimize the acquisition of different types of content, it must be linked to format.

Presentation (in Latvian): Jurģis Šķilters – Formāts ietekmē saprašanu. Vērtība Drukā, 05.11.2025

From defense to transformation

Ulbe Jelluma, Print Media Ambassador for Print Power Europe, emphasized in his presentation “Print Reclaiming Substance” that print media representatives must shift their focus from defense to redefining the industry. Discussions about whether print will survive should be replaced by discussions about the unique values of printed material, which cannot be replaced.

The pandemic was a peculiar accelerator of digital content. At that time, the digital environment was almost the only connection to the outside world. Currently, rapid technological development and an increase in content volume are resulting in political polarization. There is so much content that it is difficult to choose what is important and reliable. This is also referred to as a crisis of truth – the world is becoming increasingly difficult to follow. In this context, the role of print media as reliable content creators is becoming more prominent.

The algorithms that govern the digital environment have fueled an obsession with measurability and data analytics. For example, because it is possible to track the number of views of a digital advertisement, it appears that it reaches a larger audience and receives more attention. However, just because we cannot count something does not mean that it is not valuable. As outlined in Jurģis Šķilter’s presentation, attention is fragmented in the digital environment, but when reading analogues, perception is much more focused. Figures show that in the US, only 25% of ads in the digital environment receive two seconds of attention. In contrast, printed advertisements receive at least four seconds of attention. Thus, print advertising is better than digital advertising in terms of allowing people to properly perceive and understand what is being advertised.

In the worst-case scenario, people will increasingly shut themselves off in their own information bubbles, because algorithms in the digital environment offer us content that is similar to what we have previously selected. At the same time, the uncritical use of artificial intelligence will increasingly influence how we behave in the real world. The alternative is print media, which offers the opportunity to choose and discover something new. Ulbe sketches a picture – it’s like walking through a bookstore, browsing through books that catch your eye. In contrast, the streaming platform Netflix, for example, recommends content to each user individually that is similar to what they have previously viewed.

There are also positive trends. People are becoming more conscious in their use of media and are gradually trying to break away from consuming uniform content. The amount of time spent on social media is decreasing, and alternative sources of information are being sought. In addition, people like to delve into topics that interest them. Unfortunately, marketing specialists focus on quick and measurable solutions. Therefore, publishers need to convince them that print media is three times more profitable because it is much more successful at retaining audience attention. Similarly, the printing industry has always been in a defensive position in terms of sustainability because its raw material is paper. Paper production has been proven to be one of the cleanest industries in Europe. Finally, as in schools, the advertising environment must also find ways to complement digital media with print media. Printed material works differently, but not worse. The lecturer outlines an aspect that will be discussed in future presentations – if there were no printed products, would the impact of digital media be as strong?

Presentation (in English): Ulbe Jelluma – PRINT RECLAIMING SUBSTANCE. Vērtība Drukā, 05.11.2025

Authenticity, trustworthiness, and community

Alastair Lewis, the CEO of the International Federation of Periodical Publishers (FIPP), shared positive examples in his presentation “Global overview, learnings and key trends driving growth from FIPP World Media Congress 2025,” shared positive examples that give hope for the future of print media. He added to the previous speaker’s insight that print media can not only inspire trust, but also provide an authentic experience and bring readers together. In an age where we are surrounded by a constant flow of information, human-created content remains irreplaceable.

FIPP not only inspires publishers around the world and provides opportunities for networking and building contacts, but also defends the interests of publishers. Alastair emphasizes that it has never been more important to be part of a publishers’ organization than it is now, when the industry is undergoing change. This year, 500 representatives from 40 countries participated in the Federation’s congress, which focused on the future.

Showcasing how print media is adapting to modern demands, Lewis shares four examples: “Hola!” magazine in Spain, “Storytime” in the Netherlands, “Time” in the US, and “Daily Nation” in Kenya. To compensate for declining circulation, “Hola!” focuses on building a community of readers, for example by sending out personalized news summaries. The publishers have also improved the magazine’s design – although the number of copies is decreasing, their visual value is increasing. Meanwhile, the children’s magazine “Storytime” is creating a brand with a whole ecosystem that includes not only the printed magazine, but also audio recordings, digital content, and reader clubs. The emphasis here is on interaction. Educational institutions are also involved, and special content is created to meet the their requirements. Although it may seem that the widely recognized magazine “Time”, with its 100-year history, is adapting to modern trends much more smoothly, it too has faced challenges. In the beginning the publishers started developing a digital subscription system, however, soon they decided to change their strategy and made the content available worldwide for free, and instead developed partnerships with technology and artificial intelligence platforms. Finally, thanks to digital opportunities, the National Media Group in Kenya made its archives accessible and generated revenue from them.

All examples confirm that publishers do not have to choose between print and digital media, but must engage in brand thinking and find a way to develop quality content on both platforms, with print media remaining at the core of the brand. Let’s not forget that printed material provides a leisurely luxury experience that readers still appreciate, especially nowadays when so much time is spent staring at screens.

Presentation (in English): Alastair Lewis – OVERVIEW AND KEY LEARNINGS FROM FIPP2025. Vērtība Drukā, 05.11.2025

Will digitization save the industry?

The day ended with a presentation by Konstantīns Kuzikovs, CEO of the Publishing House “Žurnāls Santa” and board member of the Latvian Advertising Association, titled “How to digitize a printed magazine.” He provided valuable insight into his experience in the Latvian media environment, discussing both the advantages of digitization and the challenges associated with it.

To illustrate that digitization is not as quick and simple a solution as it might seem, it is important to remember that in the digital environment, there is a battle for readers’ attention. In addition, the development of digital media is closely linked to technologies that need to be constantly improved, such as subscription systems and the use of artificial intelligence. In the digital environment, it is possible to obtain various data, but it is equally important to know how to interpret it. In other words, you need to know your audience. The media must conduct internal research to understand what people are reading. Currently, digital media derives 90% of its revenue from advertising, and subscribers are a long-term investment that can generate revenue in the future. Moreover, in order to attract an audience that is willing to pay for content, it is necessary to be present on social networks and attract interest with freely available material.

When considering the digitization of print media in order to reach a wider audience, the classic scenario would be to republish it on a portal that would allow you to add advertising and gain subscribers. However, this is not enough. This process must involve e-commerce thinking, new logistics, the development of platforms and their design, the use of digital marketing tools, continued communication with customers in the digital environment, and maintaining competitive pricing. In a sense, a new high-quality product must be created in a world where digital content is being devalued because there is so much of it. In this situation, publishers must take advantage of the physical product, because magazines are still respected.

Presentation (in Latvian): Konstantīns Kuzikovs – Drukas žurnālu digitalizācija. Vērtība Drukā, 05.11.2025

As repeatedly confirmed in all presentations, print has value – it is not only more accessible to our perception, but it also guarantees trust at a time when the digital environment is flooded with content created by artificial intelligence. It is important to be aware of the challenges facing print media and to be able to adapt to today’s demands. The digital environment provides access to a wide audience, but it is necessary to be able to attract their attention with high-quality content and justify why it is worth paying for. For example, the media must create a unified brand, with the print edition at its core, supplemented by digital solutions.

Notably, printed publications enable valuable screen-free time. As the event organisers conclude, reading has provided respite for many generations during various turbulent times. May it also provide peace in today’s stressful world.

Translation of an original text by Renāte Berga

Photos by Ieva Salmane

Visualization of the event by Dace Buka