Why You May Soon Be Seeing More Agencies Launching Their Own Print Magazines

JWT and others are already in the publishing game

In late September, J. Walter Thompson's innovation think tank, JWT Intelligence, took some of its proprietary data on the habits of millennial and Gen Z women and decided that rather than publishing another study bogged down by numbers and graphs, it would present the information in a way that more brands and consumers could actually understand—in a women's print magazine.