In case you missed it, we recently launched Inside Outlook—our first ever outward-facing digital magazine. And we’re really proud of it! It’s the first time we’ve truly flung open the door to our world of creative problem-solving and invited everyone in for a hearty dose of all things Outlook Creative.^* 

Have a flick-through while you’re here. It’s full of honest conversations, stories of fulfilling client partnerships, and insights into the thought processes behind our work—essentially, all the things that get the cogs turning. 

But the process of getting here sparked a wider debate. Isn’t a digital magazine a bit of a rogue move? We all have busier lives, shorter attention spans, and more content to digest than ever. It’s a short-form world. Surely no one’s going to read a 60-page magazine? 

We’re going to go out on a limb and say…We think they will. 

This isn’t just us blowing smoke up our proverbial. Digital magazines aren’t a new thing at Outlook Creative—our internal magazine, The Outlook, publishes three times a year and receives consistently high engagement rates. In fact, its popularity is what inspired a host of additional longer-form publications (including the one that’s the subject of this article). 

We’re also noticing a growing trend towards long-form content among our clients. We recently won a competitive pitch to work with Salts Healthcare on their The Salts Way campaign. Our proposal for this lifestyle-inspired, nurse-led movement is centred around a campaign linchpin of—you guessed it—a carefully curated magazine. 

Now, these examples may be anecdotal, but the broader point we’re making is echoed by the wider industry and consumer behaviour.  

It’s not news that AI is transforming marketing at a rate of knots. But as a direct reaction to the saturation of uniform and often impersonal AI-generated content, experts predict that human-centric content, storytelling, and making an emotional connection will become more important than ever throughout 2025 and beyond. 

In other words, people are craving authenticity and human stories. Digital magazines (and other longer-form mediums) provide an ideal platform for delivering the depth and meaningful engagement audiences are looking for. 

“People are craving authenticity and human stories. Digital magazines (and other longer-form mediums) provide an ideal platform for delivering the depth and meaningful engagement audiences are looking for.”

We’re not saying that long-form content is the be-all and end-all of answering this need for a genuine, trusted voice. What we are saying is: Don’t write it off as part of a bigger strategic picture. 

Because, while a pithy social post, short blog, or video is great for capturing attention, longer-form pieces are where you maintain that interest as part of an integrated cross-channel strategy, meeting your audience further down the funnel with the specifics of how your offering can make their lives easier. It’s also an opportunity to demonstrate thought leadership and authority on a more extensive scale—qualities that build confidence and scratch the authenticity itch.  

So, it’s clear that long-form content is far from dead. It’s actually alive and kicking when used strategically—for example, a digital magazine that offers an interactive, multimedia-rich experience that stands the test of time… 

That’s why we stand by our assertion that we think people will read Inside Outlook. And we’d hate for you to miss out. 

“Long-form content isn’t dead. It’s actually alive and kicking when used strategically—for example, a digital magazine that offers an interactive, multimedia-rich experience that stands the test of time…”

*Everything featured is work our NDAs allow us to talk about. Anything else remains for our respective clients’ eyes only.  

So, there you have it. That’s Inside Outlook. Want to feature in the next issue or have a magazine of your own? Get in touch and let’s chat.