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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While members of the Amazon Prime club get all kinds of benefits with their subscription, bookworms don't receive a great deal of special treatment. Sure, they can borrow one ebook for free each month and access new novels early, but the all-you-can... Continue reading at Engadget
[ Engadget | 2016-10-05 00:00:00 UTC ]
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How many awards are too many awards? The post Canadian Magazine Awards Dispute Leads to Schism appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2016-09-30 00:00:00 UTC ]
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After 15 years, the November/December issue will be its last. The post Mental Floss Shutters Print Magazine appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2016-09-30 00:00:00 UTC ]
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Best known for publishing nonfiction books in such areas as alternative medicine, the indie publisher is trying its hand at fiction after acquiring the rights to five novels by James Misko. Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-09-29 00:00:00 UTC ]
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The children's print book market is on course for an 11.7% increase to a full year value of £394m this year if sales continue at the same pace - making 2016 the biggest year for children's books for the third year in a row. Continue reading at The Bookseller
[ The Bookseller | 2016-09-28 00:00:00 UTC ]
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Charlotte Eyre talks to Anna Knight, brand director at Brand Licensing Europe, about trends in brands and licensing. Continue reading at The Bookseller
[ The Bookseller | 2016-09-27 00:00:00 UTC ]
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Amazon’s dominance in the UK ebook market is so huge that other competitors are left "fighting for scraps” tech entrepreneurs have said. Continue reading at The Bookseller
[ The Bookseller | 2016-09-23 00:00:00 UTC ]
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Sainsbury’s is pulling out of the ebook market and closing its digital entertainment offer. Continue reading at The Bookseller
[ The Bookseller | 2016-09-21 00:00:00 UTC ]
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The news magazine launches a new event to boost its profile in cultural coverage. The post At The Week Live, Magazine Content Comes to Life appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2016-09-20 00:00:00 UTC ]
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To promote Don Easton's latest book, Dundurn Press is releasing one of his previous titles for free on Wattpad. Can it produce new buyers? The post Marketing Experiment: A Canadian Publisher Spins an Old Title on a New Platform appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2016-09-19 00:00:00 UTC ]
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Bloomsbury has hired John Lomas-Bullivant, who has previously worked at HIT Entertainment, Pearson, TV-Loonland and Kickback Media, as an intellectual property and brand development director. Continue reading at The Bookseller
[ The Bookseller | 2016-09-16 00:00:00 UTC ]
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In this issue, publishing leaders tell us how they see the book business today and how it might evolve. Plus, read our exclusive Frankfurt Book Fair preview guide. The post Download: Publishing Perspectives’ Fall 2016 Magazine appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2016-09-15 00:00:00 UTC ]
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brightcove.createExperiences(); COLOGNE, Germany—While Facebook and Google are dominating digital ad budgets (and increasingly, consumers' time) because they give marketers sophisticated and granular targeting, advertisers are getting squeezed with the amount of data that the... Continue reading at AdWeek
[ AdWeek | 2016-09-15 00:00:00 UTC ]
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Battista named CEO at Time Inc., Hearst loses a president to virtual reality, and more... The post V Magazine Grabs Harper’s Bazaar, InStyle Alumni | People on the Move – 9.14.16 appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2016-09-14 00:00:00 UTC ]
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Following the closing of Send the Light Distribution (STL) this summer, the number of book distributors serving the Christian market has dropped to a new low. Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-09-14 00:00:00 UTC ]
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With an expanded roster of brands, David Barber hired to lead newspaper relations group. The post Harris Magazines Find New Life as Athlon Newspaper Offerings appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2016-09-14 00:00:00 UTC ]
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On a trade mission to Brazil, a United Arab Emirates publishing group finds sharp interest among Latin American colleagues in Arabic-Portuguese rights. The post Arab Trade Delgation Reflects on the Latin American Market appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2016-09-13 00:00:00 UTC ]
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More than 50,000 ad-tech execs, companies and marketers are in the Rhine-Ruhr city of Cologne, Germany this week for the annual Dmexco conference to talk about global trends, new technology and industry issues like ad blocking. Compared to other tech conferences like CES and Mobile World... Continue reading at AdWeek
[ AdWeek | 2016-09-13 00:00:00 UTC ]
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With investments from China's Qtone and Oxford University Press, ed-tech accelerator Emerge Education is engaging with 'the old school together with the new school.' The post International Ed-Tech, Publishing, and Investment: An Emerging Accelerator appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2016-09-12 00:00:00 UTC ]
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In order to extend the reach of their VR content, brands like Google and Jack-In-The-Box are testing an approach of serving teaser content on a major publisher that directs viewers to their 360-degree video experience. And Agency Arnold Worldwide has been testing out the organic reach of new... Continue reading at Digiday
[ Digiday | 2016-09-09 00:00:00 UTC ]
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