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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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... Continue reading at Folio Magazine
[ Folio Magazine | 2019-08-06 16:28:13 UTC ]
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Both Domino and Seventeen look beyond their pages to interact with audiences. The post On-Brand, Off-Page: Magazine Brands Aim to Build Social Communities appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2017-12-05 00:00:00 UTC ]
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Publishers take deeper dives into targeted topics, looking to appeal to millennials, expand ad inventory, and drive names into their databases. The post If Magazine Brands Are So Valuable, Why Are There So Many Non-Branded Offshoots? appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2016-06-24 00:00:00 UTC ]
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For most magazine companies, 2014 was a difficult year. Backs against the wall, publishers looked beyond print for growth -- to digital media, live events, consumer products and TV deals.Vice magazine is way ahead of them.The free magazine founded in 1994 as Voice of Montreal has grown into one... Continue reading at Advertising Age
[ Advertising Age | 2015-01-12 00:00:00 UTC ]
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In this edition of the Digiday+ Research Briefing, we examine how publisher-hosted events and influencer partnerships offer brands more key marketing opportunities, how The New Yorker refocused its newsletter strategy in the last year, and how digital media companies are exploring the fediverse,... Continue reading at Digiday
[ Digiday | 2024-05-30 04:01:00 UTC ]
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The newly launched Possible conference held in Miami Beach this week focused on the importance of culture in the digital media and marketing ecosystem. Continue reading at Digiday
[ Digiday | 2023-04-20 04:01:00 UTC ]
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The recent explosion in content has created the need not only for more sophisticated tools to manage it, but better ways to attach data and analytics to the content in order to better optimize it at the right time for the right opportunity. Continue reading at Digiday
[ Digiday | 2022-11-22 05:01:00 UTC ]
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With marketing ploys that are just transaction schemes extended into a digital space, marketers are falling behind the innovation pack. Continue reading at Advertising Age
[ Advertising Age | 2022-09-22 09:30:00 UTC ]
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Plus, Ad Age Agency Report 2022, Nielsen alternatives, macroeconomic news in a nutshell and more. Continue reading at Advertising Age
[ Advertising Age | 2022-05-20 17:50:22 UTC ]
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The fear of nuclear annihilation during the Cold War was so palpable that a common joke at the time was: "What do you want to be if you grow up?" In the late 1950s, 60% of American children suffered nightmares about it. Hollywood didn't help. During the 1950s, science fiction crossed to the dark... Continue reading at AdWeek
[ AdWeek | 2020-09-14 00:00:00 UTC ]
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Meredith Corp. has sold the Money magazine brand to Ad Practitioners LLC, a three-year-old Puerto Rico-based media and advertising startup behind the product review site ConsumersAdvocate.org, both parties announced Tuesday morning. Terms of the deal were not disclosed. One of a handful of... Continue reading at Folio Magazine
[ Folio Magazine | 2019-10-22 16:06:17 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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ABC Entertainment president Karey Burke became the latest network exec to come out swinging against streaming competitors like Netflix during the Television Critics Association's summer press tour in LA. "We believe we offer creators a superior platform: big, broad audiences, all year long,"... Continue reading at AdWeek
[ AdWeek | 2019-08-05 19:31:34 UTC ]
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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... Continue reading at Folio Magazine
[ Folio Magazine | 2019-07-15 18:58:36 UTC ]
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Last week was an interesting one for me. Not only because I attended two very different conferences in two cities, but because of the theme I saw play out between each conference and in the days following. First was The Social Shake-Up, a sister brand of Folio:’s for social media practitioners.... Continue reading at Folio Magazine
[ Folio Magazine | 2019-05-16 16:54:43 UTC ]
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[caption id="attachment_153707" align="alignright" width="290"] Creative from "Merrell Magic," a custom-content campaign by AIM's Catapult Creative Labs and Backpacker magazine.[/caption] Requiring deeper insights and data, broader access to audiences and agency-like services from publishers,... Continue reading at Folio Magazine
[ Folio Magazine | 2019-03-27 00:00:00 UTC ]
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It's a tumultuous time in the media industry, and this year saw multiple publications change ownership and some--including, most recently, conservative magazine The Weekly Standard--shutter operations entirely. So it perhaps came as no surprise when a number of brands across three leading... Continue reading at AdWeek
[ AdWeek | 2018-12-27 00:00:00 UTC ]
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When Doug Olson, the president and general manager of Meredith magazines, reaches for an analogy to describe the launch of Magnolia Journal, his mind goes immediately to O, The Oprah Magazine. “It’s the first time in our history at Meredith that the largest retailers in the business called back... Continue reading at Folio Magazine
[ Folio Magazine | 2018-06-28 00:00:00 UTC ]
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As newsstand sales decline, cover design is now more about catching eyes online than on the street. The post Magazine Covers Sell Your Brand, Not Your Issues appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2018-04-02 00:00:00 UTC ]
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Numbers show that consumer attraction to sight, sound and motion is undeniable. The post Magazine Brands Credit Video for Increased Social Engagement appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2017-11-20 00:00:00 UTC ]
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