The Continuing Decline Of Print & Publishing Lions

The Cannes Lions International Festival of Creativity received a total of 26,753 entries in 2024. This figure, although slightly lower than the 26,992 entries registered last year, marks an increase from the 2022 numbers, highlighting the festival’s enduring relevance in the creative industry.

However, the print and publishing category, one of the festival’s oldest, has seen a continued decline over the past five years. In 2024, this category received only 734 entries, a stark contrast to the 1,252 entries recorded in 2020, representing nearly a 40 per cent drop. This ongoing decline prompts questions about the future of the print and publishing category within the festival's framework.

Simon Cook, CEO of Cannes Lions, acknowledged the trend and hinted at the need for a reevaluation of the print and publishing category to ensure its relevance. “As we continuously revisit our categories to stay aligned with industry trends, it might be time to do so for the print and publishing category as well,” Cook stated. The festival included audio to the radio category, registering an increase this year in what would otherwise be another category recording a consistent decline.

In 2024, audio entries outnumbered radio significantly.

The print and publishing category too has evolved from its traditional focus on print media to include a broader range of publishing formats. Branded to celebrate creativity in circulation, this category now recognises outstanding work in books, magazines, covers and digital publications meant for public distribution. According to Cannes Lions, the work in this category should demonstrate ideas that “leap off the page” and exhibit “ingenuity and outstanding craftsmanship”.

The decline in entries may reflect the broader challenges facing the print sector globally, despite some regions like India registering growth in print media over the past year. Despite this growth, Indian agencies did not secure any Lions in the print and publishing category in 2024.

As Cannes Lions continues to adapt to the changing landscape of creative communications, the potential restructuring of the print and publishing category will be closely watched by industry professionals.

Noor Fathima Warsia

BW Reporters A veteran journalist in business and corporate journalism, Noor Fathima Warsia is the Group Editorial Director of India’s oldest business publication, BW Businessworld. In her role, Noor leads the editorial initiatives across BW Businessworld’s flagship product and communities focused on education, startups, healthcare and wellbeing, media & marketing, gaming, HR and legal among others. In a career spanning more than two decades, Noor has led the publishing of the flagship BW Businessworld magazine and its community magazines, guided the online editorial team and led communities such as BW Marketing World apart from working on editorial-led IPs such as BW Most Influential Women, BW India’s Most Sustainable Companies, BW Top 50 Marketers and more.