Why Are Brand Marketers Investing in Magazines?

For retailers and companies looking to build deeper connections with consumers or cast a wider net for audience engagement, launching a print magazine is a bourgeoning trend. Online vacation rental company Airbnb, luggage retailer Away, dating app Bumble and golf equipment and apparel brand Callaway have all recently embarked on this journey with the launch of print titles tied to their respective industries in order to market their brands on a new platform. Joe Pulizzi, founder of the Content Marketing Institute and the Orange Effect Foundation, says that this engagement strategy has been successful for retailers for a couple of reasons, one being because the marketing focus for many companies right now continues to be digital, and therefore there is “scarcity of competition” in the print space.   “It's almost like the early days of the web when the first movers in content creation dominated. Now it's happening with print,” he explains.  The other reason he sees for this trend is the fact that consumers trust print more than content published on digital platforms. “With all the fake news going on, consumers believe that if a company invests in the printed word it's more valuable. Whether it's true or not, that's the perception.”  These engagement plays aren’t always successful, as demonstrated by the Lifetime channel’s partnership with Hearst to duplicate the success of O, The Oprah Magazine. In 2003, they launched Lifetime magazine, which ended up shuttering less than... Continue reading at 'Folio Magazine'

[ Folio Magazine | 2019-08-06 16:28:13 UTC ]

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Lapham’s Quarterly is coming back.

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[ Literrary Hub | 2025-03-21 12:00:40 UTC ]
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Mirror, Express and Star owner says its print titles will be loss-making from 2031

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[ The Guardian | 2025-03-10 06:00:13 UTC ]
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Hearst Names Shawn Oswald GM of WISN in Milwaukee

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[ AdWeek | 2024-12-04 14:08:26 UTC ]
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Jan Wade to Retire from WISN in Milwaukee

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Revenue is up across our list of New York's largest privately held companies

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John Humphries to Retire as GM of WYFF

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OpenAI partners with Cosmopolitan and Elle publisher Hearst

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How Hearst Magazines is maintaining signal strength amid the shift from deterministic to probabilistic modeling

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How ‘Taylor Swift (Spotlight on a Legend)’ Got Made

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The Devil Wears Prada sequel in the works about declining advertising revenues for print media

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Publishers’ newest workforce diversity reports reveal mixed results in efforts to diversify newsrooms

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BuzzFeed shares soar as Vivek Ramaswamy takes activist stake

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How Hearst Magazines is using its digital membership model to grow its e-commerce marketplace business 

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