AGC PHC Chairman and CEO Archie G. Carrasco Delivers Visionary Talk on “The Rise of Print: Slow Living, Expert Voices, and the Collectible Mindset”

Manila, Philippines — Archie G. Carrasco, Chairman and CEO of AGC Power Holdings Corp., delivered a powerful keynote on the resurgence of print media, highlighting the cultural, psychological, and generational forces driving its renewed relevance in today’s digital age at the Media Specialists Association of the Philippines (MSAP) Speakership 2025, held at One Ayala on November 26-27. His talk, titled “The Rise of Print: Slow Living, Expert Voices, and the Collectible Mindset,” offered a fresh perspective on why print continues to thrive even in an era dominated by fast-moving digital platforms.

Carrasco outlined five major forces behind print’s resurgence:

Expert Curation and Cultural Authority

Carrasco emphasized that audiences are returning to expert-led content in an age overwhelmed by algorithm-driven noise. Print, with its high editorial standards and intentional storytelling, continues to signal prestige, credibility, and cultural authority. “Print legitimizes ideas,” he explained. “It elevates talent and documents culture with permanence.”

Digital Fatigue and the Shift Toward Slow Living

He pointed to global digital fatigue as a major cultural shift influencing media consumption.

“In a world of constant notifications and endless scrolling, people are seeking slow, intentional moments,” Carrasco said. “Print provides exactly that — a calm, focused experience that invites deeper engagement.”

Youth and the Analog Revival

Carrasco highlighted Gen Z as one of the strongest forces behind the return of analog media. “This generation is bringing back vinyl, film cameras, and vintage formats,” he noted. “To them, analog is authentic. Print fits naturally into this desire for texture, ritual, and meaning.”

The Collectible Mindset

He explained that today’s consumers place greater value on items that are tactile, crafted, and worth keeping. “Premium magazines are no longer disposable,” he said. “They are collected, displayed, and treasured — turning print into a personal cultural artifact.”

Print as a Culture Driver

Carrasco emphasized that print continues to shape conversations, spark movements, and create lasting cultural moments. “Digital spreads information fast, but print defines meaning,” he said. “It sets the tone for cultural storytelling.”

Purpose at the Core

Moving beyond metrics, Carrasco reminded the audience of the importance of sincerity and purpose in media. “We should not look at our audience as numbers,” he stated. “They are not just views or reach. Take time to listen to them, observe them, and understand what truly matters to them.”

He emphasized that purpose must sit at the heart of every brand and every piece of content, adding: “When you put purpose at the core of your values — and when you understand the heart of your audience — the possibilities become limitless.”

Print as a Modern Hybrid Experience

Carrasco also highlighted the evolution of print through technology and experiential engagement. With the integration of experiential events, videos, podcasts, and retail pop-ups, print now anchors multi-platform ecosystems that extend engagement beyond the page.

“Print begins the story,” he said. “Digital and experience bring it to life.”

AGC PHC department executives alongside account managers at the MSAP Speakership 2025

Photo courtesy of Ed Simon of KLIQ Inc.