RESEARCH The Return of In Person Shopping & Print Magazines – by William Cline, Publisher, & President for 35 years of Cline Group, a marketing, research and advertising consultancy specializing the scuba diving industry.
The 2025 Harris Poll & Quad “RetuThe 2025 Harris Poll & Quad “Return of Touch” report reveals a powerful cultural and commercial shift that is especially relevant to dive retailers, travel sellers, and ad- vertisers in Scuba Diving Industry Magazine. At its core, the report
takes it further, proving that: 88% of consumers say they easily remember in-person ▪ brand experiences that go out of their way to engage. 71% say that physical store interactions deepen their ▪ connection and loyalty. 76% say these experiences help them connect with peo- ▪ ple and brands on a deeper level. For dive shops, this underscores the importance of immer- sive in-store events, try-before-you-buy programs, and even simple tactile experiences like opening new gear packaging or engaging with educational materials in-person. Scuba Diving Industry Magazine supports this trend by of- fering advertising that feels tangible, in- formative, and trustworthy –unlike the impersonal clutter of online ads. Manu- facturers who advertise in the magazine reach not just shop owners, but front-line staff who influence customer purchases and are eager for knowledge they can touch, keep, and share. Digital Fatigue Makes Physical More Desirable Digital burnout is real: 81% of Gen Z say they wish they ▪ could disconnect from devices more easily. 79% of consumers feel online shop- ▪ ping lacks the “magic” of in-person discovery. 66% say touching products is the most enjoyable part ▪ of shopping. In a world of “doom scrolling,” dive stores offer a refresh- ing contrast. Whether it’s trying on fins, flipping through dive destination brochures, or chatting with experienced instruc- tors, the tactile nature of diving already gives shops an edge. And the magazine amplifies that edge. It acts as a slow media experience –one that contrasts with noisy inboxes or social feeds. For gear brands, training agencies, or travel des- tinations, advertising in print becomes a welcomed reprieve for dive professionals constantly bombarded by digital over- load.
identifies an accelerating consumer demand for tactile, im- mersive, and authentic brand experiences - especially among younger, digitally fatigued audiences. For the scuba industry, where hands-on equipment use, personal instruction, and des-
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tination experiences are central, this tac- tile renaissance is not just affirming –it’s a call to action Print’s Powerful Rebound: A Strate- gic Opportunity for Scuba Brands The report confirms a significant resurgence of print media. According to the survey: 71% of all consumers and 73% of ▪ Gen Z & Millennials say that cata- logs and magazines feel more au- thentic than digital campaigns. 65% of all respondents look for- ▪ ward to receiving print catalogs. 69% of all consumers and 78% of ▪ Gen Z & Millennials have been in- fluenced by print media to choose one brand over another.
For scuba diving brands - from training agencies and gear manufacturers to dive resorts and tourism boards –these stats validate investment in high-quality print placements. Scuba Diving Industry Magazine provides exactly the format audi- ences now value: a physical, curated, niche publication that dive professionals share with staff and refer to repeatedly. With 82% of subscribers saying they pass it on to others, the magazine offers print permanence and peer-to-peer influence unmatched by fleeting digital ads. Tactile Engagement Builds Trust -and Sales Retailers are seeing that when consumers touch, they trust. In the dive industry, this principle is foundational: gear must be handled, wetsuits tried on, and masks tested. But the report
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