The Lessons Marketers Can Take From Zine Culture

What does the B2B print marketing world have to do with do-it-yourself, homemade magazine culture? On the surface this comparison sounds a little silly, but if you dig a little deeper you’ll discover a pretty clear connection between zine culture and the kind of individualized, unique print experience marketers are trying to create today.

Zines (pronounced ZEENS) are self-produced magazines made of 8.5x11 sheets folded in half and bound in some fashion, usually by stapling. They’re commonly produced in small print runs in copy shops — though it’s not entirely uncommon to come across a zine printed on an office or even at-home printer. The size, binding, and type of paper can vary greatly depending on the zine maker’s vision, skill level, and available resources, and, as a result, this gives each zine its own unique look and feel.   

Zines became fashionable in the late 1970s as an affordable way for more avant-garde artists, photographers, writers, and poets to publish and distribute their work. The goal was to communicate ideas, connect with others who shared the same values, and build community. Issues were commonly given away for free and left behind in coffee shops, bookstores, bars, or record stores.

My introduction to zine culture started while studying graphic design in college. One zine I was part of helped to promote and give readers an inside look at Middlewest Fest, a music festival that showcased regional bands and musicians. At a time when people were saying print was dying, zines gave me a way to experiment with print and explore what you could achieve with a homemade, grassroots approach to the form. 

This is the primary lesson marketers can take from zine culture when thinking about their approach to print marketing — how to use the advancements in digital print technology, finishing techniques, papers, and inks to create a truly unique experience that feels authentic and taps into the tactile power that comes with holding a piece of print. 

Ask marketers about their biggest challenges in creating print sales and marketing materials that actually deliver results, and you’re likely to hear some variation on the following: 

• How do I differentiate my print materials from my competitors?

• How can I make sure that my brochure or direct mailer connects with my target audience?

• How do I increase the interactivity of my print materials to create a more memorable experience?

Zines answered these questions by thinking outside the box about design elements like form factor and binding, and by the use of components like colored paper or hand-done finishings. Marketers can use today’s print technology to emulate some of these approaches to create more dynamic print that helps customers better retain and recall information. 

The DIY spirit of zine making also highlights the importance of taking some creative swings with your print marketing, of experimenting and using the resources you have at your disposal to make something that resonates with an audience. 

For brands that have a very distinct or even somewhat off-kilter brand identity, looking to the lessons of zine culture can help you create more expressive print marketing that resonates with your ideal customer. And for brands that are looking to shake things up with their print collateral, zines can be a very effective point of inspiration for how to connect with people and create a vibrant community.  

Doing print well in 2025 doesn’t mean doing print by the book. In episode 5 of the Sidetrekked podcast, I had the chance to chat with Trekk Managing Director of Client Services Emilee Christianson and Managing Director of Content Strategy Shayne Terry about how print with personality and perspective can help marketers get their message across in ways that produce results.  

Give the episode a listen!