{"id":848,"date":"2025-10-06T11:04:30","date_gmt":"2025-10-06T09:04:30","guid":{"rendered":"https:\/\/huibkoeleman.nl\/kennisbank\/de-comeback-van-het-personeelsblad-papier-wint-van-pixels\/"},"modified":"2025-10-06T11:18:31","modified_gmt":"2025-10-06T09:18:31","slug":"de-comeback-van-het-personeelsblad-papier-wint-van-pixels","status":"publish","type":"resource","link":"https:\/\/huibkoeleman.nl\/en\/knowledge\/de-comeback-van-het-personeelsblad-papier-wint-van-pixels\/","title":{"rendered":"The comeback of the employee magazine: when paper beats pixels"},"content":{"rendered":"<div class=\"bg-purple-90 pb-16 lg:pb-28 pt-[calc(var(--header-height)+var(--spacing)*16)] lg:pt-[calc(var(--header-height)+var(--spacing)*28)] not-prose\">\n\n  <div class=\"container grid-container\">\n\n    <div class=\"col-span-full lg:col-span-8 lg:col-start-3 flex flex-col gap-y-6 items-center lg:gap-y-8\">\n\n      <nav aria-label=\"Breadcrumb\">\n        <ol class=\"flex flex-wrap items-center gap-x-2 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1.414L8.586 8l-3.293 3.293a1 1 0 1 0 1.414 1.414l4-4a1 1 0 0 0 0-1.414l-4-4a1 1 0 0 0-1.414 0z\" fill=\"#0c0b0e\"\/>\n<\/svg>\n\n<a class=\"group\/link btn-text btn-secondary\" href=\"https:\/\/huibkoeleman.nl\/en\/knowledge-hub\/?onderwerp=channels\">\n\n  Channels\n\n<\/a>\n<\/li>\n                  <\/ol>\n      <\/nav>\n\n      <h1 class=\"text-primary-dark text-h2-sm lg:text-h2-lg font-sans text-center hyphens-auto xs:hyphens-none\">\n\n                  The comeback of the employee magazine: when paper beats pixels\n        \n      <\/h1>\n\n      \n      <div class=\"flex items-center gap-x-4 mt-2 lg:mt-8\">\n\n                <div class=\"flex flex-col\">\n          <span class=\"text-secondary font-bold\">Auteur<\/span>\n          <span class=\"\">Huib Koeleman<\/span>\n        <\/div>\n      <\/div>\n\n    <\/div>\n\n    <div class=\"col-span-full mt-12 lg:mt-20\">\n\n      \n        <img\n    data-sizes=\"auto\"\n    data-src=\"https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/De-comeback-van-het-personeelsblad-papier-wint-van-pixels-1440x810.jpg\"\n    data-srcset=\"https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/De-comeback-van-het-personeelsblad-papier-wint-van-pixels-1440x810.jpg 1440w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/De-comeback-van-het-personeelsblad-papier-wint-van-pixels.jpg 1920w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/De-comeback-van-het-personeelsblad-papier-wint-van-pixels-1280x720.jpg 1280w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/De-comeback-van-het-personeelsblad-papier-wint-van-pixels.jpg 1920w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/De-comeback-van-het-personeelsblad-papier-wint-van-pixels-1024x576.jpg 1024w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/De-comeback-van-het-personeelsblad-papier-wint-van-pixels.jpg 1920w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/De-comeback-van-het-personeelsblad-papier-wint-van-pixels-640x360.jpg 640w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/De-comeback-van-het-personeelsblad-papier-wint-van-pixels-1280x720.jpg 1280w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/De-comeback-van-het-personeelsblad-papier-wint-van-pixels-390x219.jpg 390w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/De-comeback-van-het-personeelsblad-papier-wint-van-pixels-780x439.jpg 780w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/De-comeback-van-het-personeelsblad-papier-wint-van-pixels-272x153.jpg 272w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/De-comeback-van-het-personeelsblad-papier-wint-van-pixels-544x306.jpg 544w\"\n    src=\"https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/De-comeback-van-het-personeelsblad-papier-wint-van-pixels-1440x810.jpg\"\n    alt=\"stapel magazines\"\n    class=\"lazyload w-full\"\n    decoding=\"async\" loading=\"lazy\">\n          <\/div>\n\n  <\/div>\n\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><\/h2>\n\n\n\n<p>Is print still worth it? You\u2019d think printed employee magazines were extinct in the digital age \u2014 yet they\u2019re very much alive and kicking. Despite the rise of intranets, MS Teams, and slick online platforms, the printed company magazine remains surprisingly resilient. During my trainings, I\u2019m often asked: <em>\u201cDoes print still make sense next to digital channels?\u201d<\/em> To find out, I ran a LinkedIn poll about how organizations currently shape their employee magazines. The responses were enthusiastic, relatable, and occasionally nostalgic \u2014 and the outcome? More than one-third of organizations still choose paper.<\/p>\n\n\n\n<p>That got me thinking: why do people remain so attached to print? In this blog, I dive into research on reading behavior, attention, impact, and sustainability \u2014 comparing print and digital magazines. The conclusion might surprise you.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<h3 class=\"wp-block-heading\">TL;DR In short<\/h3>\n\n\n\n<p><em>Printed employee magazines are read more thoroughly, kept longer, and appreciated more than digital versions. Digital magazines are faster and cheaper but attract less attention and lead to shallow reading. Sustainability isn\u2019t black-and-white: digital media also consume vast energy and resources. So, choose the medium that fits your goal. For depth, pride, and connection, print often wins. For speed and updates, digital is your friend.<\/em><\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">What the LinkedIn Poll Revealed<\/h2>\n\n\n\n<p>In May 2025, I asked my network how they publish their employee magazine. Participants could choose from four options:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>A printed magazine<\/li>\n\n\n\n<li>A separate online magazine<\/li>\n\n\n\n<li>Integrated within the intranet<\/li>\n\n\n\n<li>No magazine at all<\/li>\n<\/ol>\n\n\n\n<p>A total of 174 people responded. It wasn\u2019t a scientific study, but the results were telling: 49% had no magazine, 9% published an online-only edition, and a surprising 35% still printed their magazine on paper.<\/p>\n\n\n\n<p>Here are a few highlights:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cI strongly believe in the impact of a magazine for the home front. Creating one is a joy! And nothing beats the smell of fresh print! Generational differences at work do influence choices: the <em>Book Generation<\/em> vs the <em>Podcast Generation.<\/em>\u201d<br>\u2014 <strong>Tanja Korevaar, Portbase<\/strong><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cOnce a year, right before summer vacation, it lands on the doormats of 500 colleagues. The <em>#WY<\/em> (Frisian for <em>\u2018we\u2019<\/em>) is full of employee stories \u2014 we started it after a merger to help people get to know each other. It still makes me happy every year, even though nothing in it surprises me anymore as editor-in-chief .\u201d<br>\u2014 <strong>Jacoba Frenkel, Municipality of Noardeast-Frysl\u00e2n<\/strong><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cBeyond connecting to employees\u2019 families, print helps bridge the gap between office and field staff when your workforce is split 50\/50.\u201d<br>\u2014 <strong>Cecile Leerkotte, Siemens Healthineers<\/strong><\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Research Says: Print Gets More Attention<\/h2>\n\n\n\n<p>Fun anecdotes aside \u2014 what does research tell us?<\/p>\n\n\n\n<p>Yes, there\u2019s solid evidence that printed employee magazines are read more thoroughly than digital ones. Studies show that print grabs more attention, is kept longer, and is more likely to be reread \u2014 which increases the odds your message will truly sink in (<em>mattercontentagency.com<\/em>).<\/p>\n\n\n\n<p>A <strong>2022 Press Gazette<\/strong> study confirmed this: 58% of readers in the UK said they enjoy reading magazines on paper more than online. In the US, that number was 47%. Surprisingly, even younger audiences preferred print: among 25\u201334-year-olds, 45% favored print versus 32% who preferred digital.<\/p>\n\n\n\n<p>Research from <strong>DPG Media<\/strong> and <strong>Blauw Research<\/strong> also shows that attention directly affects brand recall, trust, and affinity \u2014 and print outperforms digital on all three. That makes the printed employee magazine a powerful internal communication tool.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Digital Reading: Quick, Distracted, and Forgotten<\/h2>\n\n\n\n<p>A <strong>University of Twente<\/strong> study found that long articles on intranets or in digital magazines are rarely read in full. Employees perceive digital media as fleeting \u2014 fine for updates, but not for deeper content. Print, on the other hand, invites slower, more attentive reading and tends to be saved and reread, strengthening understanding and emotional connection.<\/p>\n\n\n\n<p><strong>MediaTest<\/strong>, a research firm specializing in readership analysis, found that employees read digital magazines more superficially and value them less. One reason: they often read them \u201cin between\u201d tasks, reducing focus and engagement.<\/p>\n\n\n\n<p>A <strong>RenM|Matrix<\/strong> study of the Dutch Road Authority (RDW) magazine confirmed this pattern. Despite a high satisfaction score (72%), readership dropped when the magazine went digital. Readers simply preferred the tactile, physical version.<\/p>\n\n\n\n<p><strong>Frankwatching<\/strong>, a leading communications site, sums it up well: intranet is great for fast updates, but print offers a richer experience that deepens connection and pride.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Environmental Paradox: Is Digital Really Greener?<\/h2>\n\n\n\n<p>Paper versus digital \u2014 the sustainability debate is trickier than it seems.<\/p>\n\n\n\n<p>Paper is often seen as wasteful: it uses trees, water, energy, and transport.<br>But digital media aren\u2019t as clean as they look:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Data centers consume huge amounts of energy.<\/li>\n\n\n\n<li>Devices rely on scarce raw materials.<\/li>\n\n\n\n<li>CO\u2082 emissions grow with every download, view, and cloud backup.<\/li>\n<\/ul>\n\n\n\n<p>A <strong>2021 Deutsche Umwelthilfe<\/strong> study found that the ecological footprint of digital media is often underestimated \u2014 especially when content is read, shared, or stored frequently.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Print<\/th><th>Digital<\/th><\/tr><\/thead><tbody><tr><td>One-time ecological impact per copy<\/td><td>Continuous impact with every view and data use<\/td><\/tr><tr><td>Often kept and reread<\/td><td>Consumed quickly, content ages fast<\/td><\/tr><tr><td>Can use FSC paper, eco inks<\/td><td>Energy-intensive servers and devices<\/td><\/tr><tr><td>Requires transport<\/td><td>Relies on energy-heavy networks<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Bottom Line: Print Reaches (and Resonates) Better<\/h2>\n\n\n\n<p>Choosing print or digital isn\u2019t just a budget or eco decision \u2014 it\u2019s strategic. For deep storytelling, connection, and employee pride, print still delivers the strongest impact. Digital works best for immediacy, speed, and measurable engagement.<\/p>\n\n\n\n<p>In practice, many organizations find that digital magazines draw less attention and emotional connection. Employees skim them, forget them, and move on. Print, however, lingers \u2014 literally and mentally.<\/p>\n\n\n\n<p>If you want to make an informed decision, consider conducting your own readership survey. The results might show that a well-crafted printed magazine isn\u2019t old-fashioned at all, but a powerful driver of connection in a hybrid workplace.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">It\u2019s About Connection, Not the Channel<\/h2>\n\n\n\n<p>Ultimately, the choice between print and digital isn\u2019t about nostalgia \u2014 it\u2019s about strategy. A printed magazine requires more effort and budget, but it earns attention and appreciation. Digital editions are agile and measurable but need smart design to keep readers engaged.<\/p>\n\n\n\n<p>The real art lies in knowing <em>when<\/em> to use which medium \u2014 and how each can add meaning. Because in the end, it\u2019s not about paper or pixels.<br>It\u2019s about the human connection you create.<\/p>\n\n\n\n<p>Huib Koeleman<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Printed employee magazines are read more thoroughly, kept longer, and appreciated more than digital versions. Digital magazines are faster and cheaper but attract less attention and lead to shallow reading. Sustainability isn\u2019t black-and-white: digital media also consume vast energy and resources. So, choose the medium that fits your goal. For depth, pride, and connection, print often wins. For speed and updates, digital is your friend.<\/p>\n","protected":false},"author":2,"featured_media":846,"menu_order":0,"template":"","resource_subject":[38],"class_list":["post-848","resource","type-resource","status-publish","has-post-thumbnail","hentry","resource_type-blogs","resource_subject-channels"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The comeback of the employee magazine: when paper beats pixels - Huib Koeleman<\/title>\n<meta name=\"description\" content=\"Print of pixels? 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