In the Midst of a Downturn, Naturally, Danny Seo Closes Its Biggest Print Issue Ever

Most consumer magazine publishers may be forecasting declines in print advertising revenue during the second quarter as a result of the COVID-19 pandemic, but Danny Seo isn't one of them. The editor-in-chief and publisher of the eponymous Naturally, Danny Seo—a quarterly, clean living-focused lifestyle magazine that emerged from the collapse of its original owner, Harris Publications, in 2016 and was subsequently picked up by Bridal Guide publisher RFP Corp.—says he just closed the biggest issue in the magazine's six-year history, up 15% in advertising revenue over last year's Summer issue, even gaining new clients after the country shut down. "It wasn’t growth that was pre-pandemic," Seo tells Folio:. "It wasn’t things that were in place. These were insertion orders and contracts that were coming in three weeks after it all happened. I was perplexed." We wanted to learn more about how the (more or less) independent magazine has managed to punch above its weight, drum up new business and continue to drive consumer interest in a time of crisis, so we sat down with Seo for the interview below, which has been lightly edited for length and clarity. [caption id="attachment_180477" align="alignright" width="169"] Danny Seo[/caption] Folio: We'll get to the business side, but let's start with the Summer issue itself. How did you go about putting together a new issue remotely, amid everything that’s been going on? Danny Seo: Creatively, we do all original photography. It’s part... Continue reading at 'Folio Magazine'

[ Folio Magazine | 2020-05-12 17:49:02 UTC ]
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