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.
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, informative, and trust-
The 2025 Harris Poll & Quad Return of Touch report reveals a powerful cul- tural and commercial shift that is espe- cially relevant to dive retailers, travel sellers, and advertisers in Scuba Diving Industry Magazine . At its core, the re- port identifies an accelerating consumer
demand for tactile, immersive, and authentic brand experi- ences - especially among younger, digitally fatigued audiences. For the scuba industry, where hands-on equipment use, per- sonal instruction, and destination experiences are central, this tactile 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 train- ing agencies and gear manufacturers to dive resorts and tourism boards – these
worthy – unlike the impersonal clutter of online ads. Manufacturers who advertise in the magazine reach not just shop own- ers, but front-line staff who influence cus- tomer 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.
stats validate investment in high-quality print placements. Scuba Diving Industry Magazine provides exactly the format audiences 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 takes it further, proving that:
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.
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