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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One of the goals of the U.S./Cuba Publishing Mission was to facilitate discussion about the cultural ties between U.S. and Cuban publishers. Although the U.S. trade embargo with Cuba has cast a long shadow--commercial trade between U.S. firms and Cuban ones remains illegal--publishers remain... Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-02-16 00:00:00 UTC ]
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Have we returned to the days when mass-circ men's magazines were an oxymoron? The post Tough Times For Men’s Magazines appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2016-02-12 00:00:00 UTC ]
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India's Business Standard reports that Amazon has purchased a 26-percent share in Westland, the book publishing unit of Tata's Trent Ltd. The post Amazon Invests in India’s Westland: ‘Still Very Much Day One’ appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2016-02-12 00:00:00 UTC ]
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India's Business Standard reports that Amazon has purchased a 26-percent share in Westland, the book publishing unit of Tata's Trent Ltd. The post Amazon Invests in India’s Westlake: ‘Still Very Much Day One’ appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2016-02-12 00:00:00 UTC ]
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An artist flea market. An exhibition that explores the nature of the color black. And a show devoted to the legacy of an iconic California woodworker. Plus: New paintings, art inspired by rats and a talk about the Blaxicans of Los Angeles. Here are six events not to miss this week: “Noir: The... Continue reading at Los Angeles Times
[ Los Angeles Times | 2016-02-12 00:00:00 UTC ]
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Hearst owned publication, which cut cover price and relaunched, has increased circulation to more than 400,000Cosmopolitan magazine has increased its circulation to more than 400,000 to overtake rival Glamour after slashing its cover price to £1 and upping the number of copies it gives away to... Continue reading at The Guardian
[ The Guardian | 2016-02-11 00:00:00 UTC ]
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AIM's SVP of digital and creative services talks to Folio: about launching a marketing services unit as an enthusiast publisher in today's industry. The post Active Interest Media’s Jonathan Dorn on New Marketing-Services Unit appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2016-02-10 00:00:00 UTC ]
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Russian's Book Chamber reports a decline of 5.37 percent in circulation of books and pamphlets in 2015 over 2014, as ebooks' popularity rises. The post Russia’s Book Chamber Report: Market Fell 5.37% in 2015 appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2016-02-09 00:00:00 UTC ]
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The debut of Catapult Creative Labs marks the enthusiast publisher's latest expansion into uncharted territory. The post Active Interest Media Launches In-House Content Marketing Unit appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2016-02-05 00:00:00 UTC ]
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The five magazine media company executives who graced the stage at the Grand Hyatt in Midtown Tuesday night all had specific (well, somewhat specific) ideas for how to grow their companies and take advantage of industry-wise disruptions, but only one called for an across-the-board increase in... Continue reading at Advertising Age
[ Advertising Age | 2016-02-03 00:00:00 UTC ]
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The Nielsen Consumer Confidence Index combined with Bookscan data offers a snapshot of what's happening in global book publishing markets. The post Confidence Rising (Mostly): Nielsen’s Whirlwind Overview of World Markets appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2016-01-29 00:00:00 UTC ]
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Romance fiction publisher Mills & Boon is entering the adult colouring book market with a new book,The Art of Romance. Continue reading at The Bookseller
[ The Bookseller | 2016-01-29 00:00:00 UTC ]
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Brands are going long on Snapchat—at least with video. After beginning to test the first "swipe to view" video ad with Activision's Call of Duty in November, a series of brands are now experimenting with ads that promote clips longer than 10 seconds. On Wednesday, three entertainment... Continue reading at AdWeek
[ AdWeek | 2016-01-29 00:00:00 UTC ]
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We're going to hear a lot about comparable metrics this year -- finally. As emerging media platforms continue to dominate the headlines -- creating the perception that ad tech is where all the audience is -- smart advertisers will insist on a lens through which the avalanche of charts, claims,... Continue reading at Advertising Age
[ Advertising Age | 2016-01-28 00:00:00 UTC ]
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Wahaca restaurants will from this spring offer their customers children’s books to read after signing a brand partnership deal with publisher Flying Eye. Continue reading at The Bookseller
[ The Bookseller | 2016-01-28 00:00:00 UTC ]
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Describing 2015 as the second best year in its history, Diamond Book Distributors reports consumer interest in graphic novels continues to grow driven by demand for such popular series as Saga, Walking Dead, My Little Pony and the first two volumes of March. Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-01-26 00:00:00 UTC ]
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This week I asked Sarah Sleath about he dual role as both production and editorial assistant and publicity and marketing assistant at both Swales and Willis and Impress Books. Continue reading at The Bookseller
[ The Bookseller | 2016-01-22 00:00:00 UTC ]
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The recent New Delhi World Book Fair highlights the challenges and opportunities in India's massive book market. Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-01-22 00:00:00 UTC ]
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Adult title’s move to go online-only follows rival Playboy’s announcement that it will no longer feature naked womenAdult magazine Penthouse is to end its print edition after 50 years and go online-only.The closure of the print edition of the magazine, which was founded in 1965 by Bob Guccione,... Continue reading at The Guardian
[ The Guardian | 2016-01-20 00:00:00 UTC ]
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Adult magazine Penthouse will expand its website to include daily updates and more interactive content as traditional print publications continue to pivot to growing online readership. ------------FOR THE RECORD4:25 p.m.: An earlier version of this story said Penthouse would close its print... Continue reading at Los Angeles Times
[ Los Angeles Times | 2016-01-20 00:00:00 UTC ]
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