Kaye Symington- Head of Marketing- Newspaper Club

Kaye Symington has spent 20 years in marketing, and right now she's working to keep one of the oldest media formats alive — the printed newspaper. As head of marketing at Newspaper Club, she's on the front lines of a quiet cultural shift: people are choosing ink and paper not out of nostalgia, but because something about it just hits differently. In this conversation, we dig into what's really driving that, and what it says about how we want to connect right now.Kaye shares the story of a photographer who sent a physical seasonal newsletter to creative directors instead of another email and landed a $50,000 campaign from it. The math on cutting through digital noise is more interesting than you'd think.Newspaper Club has been growing since 2009, and Kaye's colleagues laugh every time the trend cycle rediscovers print. She explains why newsprint keeps finding new audiences.People and organizations making newspapers include Ariana Grande. A Scottish anarchist gardening club. A symphony orchestra. A dating site for 30-somethings running classifieds. The range of people printing newspapers reveals something genuinely interesting about what people are hungry for right now.