As marketing and branding continue to expand and evolve, the importance of print and paper seems more certain than ever. In this issue of Paper Matters magazine, we’ll explore what some brands are discovering (and what many already know): Print and paper are essential to the brand experience. What’s exciting are the surprising ways businesses are leveraging print—often with equally surprising results.

Right out of the gate, you’ll see how digital-native businesses like LinkedIn are turning to print to connect with users offline. Their print magazine, “The Sophisticated Marketing Quarterly,” is part of an omni-channel experience aimed at helping B2B marketers get the most out of all things LinkedIn.

Speaking of periodicals, we’ll introduce you to Dr. Samir Husni, otherwise known among the publishing elite as “Mr. Magazine™.” From his Center for Magazine Innovation, Dr. Husni talks about his fascinating journey to becoming one of the foremost authorities on magazines—and shares his insights on readers, the evolution of the medium and creating “the magazine experience.”

When it comes to crafting a perfectly polished brand, David Raccuglia—founder of American Crew men’s grooming products—thinks outside the box, creating elegant sales and marketing materials for stylists and consumers alike. Together with creative director Marcos Chavez, David trusts print to tell the brand’s story beyond the barber shop. Case in point: a big, handsome book to commemorate the company’s 25^th anniversary.

As we look ahead and see a generation of seasoned professionals retiring, printing industry leaders must position printing as an attractive career opportunity for future employees. We met with a group of Millennials and Gen-Zs at Classic Color in Chicago to learn what drew them to printing—and what printers can do to recruit and retain top talent.

Multi-channel. Omni-channel. 360-degree branding. Call it what you will; it all means that print and paper are as vital as ever in creating meaningful experiences. Communicators are finding new ways to incorporate print—and falling back on familiar ones too. And while print will always play a role in marketing, it’s up to us to keep it relevant for generations to come. It’s all about balance. And it’s only the beginning.