Why a 53-year-old travel brand is going back to guerrilla print: Lonely Planet on its pocket-sized zine, Artifact

In a predominantly digital landscape, travel giant Lonely Planet is making a bold move, launching 'Artifact' — a pocket-sized, DIY print zine. This strategic shift back to guerrilla print challenges the notion that all engagement must be online, affirming the enduring power of tangible, personal experiences. For emerging women artists, this is a powerful validation: your handcrafted, authentic work, whether in print, paint, or sculpture, holds immense value. It underscores that connecting deeply with your audience doesn't always require algorithms; sometimes, the most resonant impact comes from embracing grassroots methods and the unique, tactile intimacy of physical art. It’s a reminder to trust your artistic voice and explore diverse formats beyond the screen. — Source: It's Nice That

This is a WIA-rewritten summary. The full interview remains the copyright of It's Nice That.