Known as a gateway into the lifestyle and culture of New England, Yankee magazine has established itself as much more than just a publication for those living in the region it covers. Now a digital publisher that labels itself as the “leading authority on New England foliage” with a reach of upwards of 1 million visitors per month, and a television producer that sees on average 1 million viewers per episode of “Weekends with Yankee,” Yankee has a far larger footprint than it started with 83 years ago. But to achieve this outward expansion, Kate Hathaway Weeks, director of marketing and business development for Yankee Publishing, says that it was important to identify the brand aspects that appealed to those outside of the immediate area, in order to associate the brand with being “the ultimate destination for New England travel, food and home,” and gain brand evangelists across the country. We sat down with Hathaway Weeks to discuss how leaning into brand loyalty has allowed the regional magazine to blossom into a national, and even international, media company, and what steps you can take to build deeper loyalty within your own brand. Folio: When you first started at Yankee in 2014, you came in with an entire plan to expand the brand’s footprint beyond the print. Can you talk a little bit about which brand extensions you’ve had success with and why those things have worked for Yankee? [caption id="attachment_161817" align="alignright" width="150"] Kate Hathaway... Continue reading at 'Folio Magazine'
[ Folio Magazine | 2019-07-15 18:58:36 UTC ]
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Like all publishers, Hearst is diversifying revenues to future-proof itself as print circulation is under pressure while digital advertising remains volatile. The post Hearst pushes further into brand licensing with an Esquire capsule collection appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-10-10 04:01:32 UTC ]
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"Joker" dominated U.S. theaters this weekend, bringing in $93.5 million and setting a box office record for October. Warner Bros. Pictures pulled off its record-setting weekend without using many of the marketing tools that come standard with comic book movies. While other... Continue reading at Advertising Age
[ Advertising Age | 2019-10-07 17:33:36 UTC ]
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It opened against the backdrop of gun assaults across the nation. It’s been criticized for gore and a sympathetic portrait of its homicidal protagonist. And it received an R rating for violence. All of which could add up to why Warner Bros. has been promoting “Joker” as more of an arthouse... Continue reading at Advertising Age
[ Advertising Age | 2019-10-07 17:33:36 UTC ]
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FIYAH literary magazine is the gift that keeps on giving -- treat yourself to a subscription to the award-winning black speculative fiction journal. Continue reading at Book Riot
[ Book Riot | 2019-10-05 10:52:02 UTC ]
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In the 1950s and ’60s, Mr. Conner’s art helped sell airlines and overalls and accompanied short stories in The Saturday Evening Post and elsewhere. Continue reading at The New York Times
[ The New York Times | 2019-10-03 21:16:21 UTC ]
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[caption id="attachment_171881" align="alignright" width="150"] Adam Hargis[/caption] The New York Times announced last week that Adam Hargis is taking over as publisher of T: The New York Times Style Magazine. Hargis has spent the last five years the Times, most recently as an associate... Continue reading at Folio Magazine
[ Folio Magazine | 2019-10-03 20:16:27 UTC ]
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If the sky isn’t exactly falling on the broadcast TV advertising model, it certainly seems to be a lot closer to the ground than it once was. The ongoing flight of younger viewers from linear television has made a hash of what’s traditionally been a week for sampling new shows and revisiting old... Continue reading at Advertising Age
[ Advertising Age | 2019-10-02 20:09:24 UTC ]
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[caption id="attachment_171791" align="alignright" width="300"] The Apollo 13 crew onboard the USS Iwo Jima after splashdown in the South Pacific Ocean.[/caption] You will be familiar, I suppose, with Apollo 13—if not the phenomenal movie, perhaps the unfortunate outer-space incident that... Continue reading at Folio Magazine
[ Folio Magazine | 2019-10-01 15:35:11 UTC ]
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Ahead of a contentious 2020 U.S. presidential election, two trade bodies representing media agencies and publishers are working toward more sophisticated brand safety standards and how to apply them to news content. These organizations--the American Association of Advertising Agencies and... Continue reading at AdWeek
[ AdWeek | 2019-09-27 20:14:59 UTC ]
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Canada’s Prescient Innovation plans to launch an e-bookstore that uses blockchain, and Italy’s Bookabook sees growth with its crowdfunding model. Continue reading at Publishers Weekly
[ Publishers Weekly | 2019-09-27 04:00:00 UTC ]
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David Haskell on the Vox sale, succeeding Adam Moss and prioritizing journalism in a time of change. The post New York Magazine’s Editor-in-Chief Is Ready for Its Next Chapter appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2019-09-26 17:21:35 UTC ]
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Last year, we introduced a brand new honor at our Eddie & Ozzie Awards gala—Magazine of the Year. Despite many of the challenges print faces, magazines continue to evolve and change in tandem with the industry, and we felt it was important to recognize the very best in our community. And... Continue reading at Folio Magazine
[ Folio Magazine | 2019-09-26 15:22:57 UTC ]
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Employees at ad agencies, tech companies and brands skipped work today to join the Global Climate Strike, a protest of government and corporate inaction on climate change. Today's strike, scheduled just ahead of the U.N. Climate Action Summit in New York, is the third event in a series of... Continue reading at Advertising Age
[ Advertising Age | 2019-09-20 22:10:02 UTC ]
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The collection of short stories reads almost like an assemblage of “Twilight Zone” episodes. Continue reading at The Washington Post
[ The Washington Post | 2019-09-20 15:24:51 UTC ]
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From cool technology to book clubs to a tricky round of Jeopardy, a bookseller plays librarian for a day. Continue reading at Publishers Weekly
[ Publishers Weekly | 2019-09-20 12:00:45 UTC ]
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From policy to dating, seeing issues through this lens has ill effects, Binyamin Appelbaum writes. Continue reading at The Washington Post
[ The Washington Post | 2019-09-20 01:24:30 UTC ]
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Welcome to Ad Age’s Wake-Up Call, our daily roundup of advertising, marketing, media and digital news. If you're reading this online or in a forwarded email, here's the link to sign up for our daily newsletter. You can also get an audio version of this briefing on your Alexa device. Whassup?... Continue reading at Advertising Age
[ Advertising Age | 2019-09-19 10:00:00 UTC ]
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Ad Age’s Launch Pad offers brief looks at new products and activations of interest to marketers and media people. Outdoor retailer REI today launched Uncommon Path, a quarterly print magazine, in partnership with HearstMade, the division of Hearst Magazines that produces Airbnb Magazine with... Continue reading at Advertising Age
[ Advertising Age | 2019-09-17 18:14:21 UTC ]
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Tom Harty sounds like a guy who thought he’d bought a shiny new car, only to find out the engine had been removed right before he wrote the check. And who then failed to report the theft to his insurance company in a timely manner. Earlier this month, the Meredith CEO made some revealing... Continue reading at Publishing Executive
[ Publishing Executive | 2019-09-16 13:41:06 UTC ]
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Marie Claire’s closure highlights print titles’ struggle for survival in the age of online media Another gap is about to appear on your newsagent’s shelf. This week Marie Claire announced the closure of its UK print edition, adding to an expanding list of high-profile titles from NME to FHM that... Continue reading at The Guardian
[ The Guardian | 2019-09-14 06:00:58 UTC ]
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