Many multi-channel experts believe that flip-through catalogs are an anachronism – an attempt from the last century to dovetail online and print channels.
On one hand, online communication does not contain any relevant unit and distribution costs. Print, on the other hand, stands for sustainability, attracting attention and arousing interest. Digital publishing aims to combine the advantages of both worlds: it adopts favourable paper functions (such as mobility) and combines them effortlessly with digital strengths (such as community applications, links, etc.).
The new generation of flipping catalogs helps to build a bridge between online and offline communication. Being cost-effective, individualized, graphically appealing and available on-demand, they engage in important tasks, such as storytelling and assortment presentation."