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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That's in part thanks to Ms. Wang, a former lifestyle and fashion journalist with a master's degree in digital publishing from New York University. Ms. Wang also worked at Vogue China as integrated marketing sales manager.As head of international business development at Tmall, Ms. Wang has... Continue reading at Advertising Age
[ Advertising Age | 2015-08-20 00:00:00 UTC ]
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12 top industry leaders see opportunity amid a “fog of choices.” The post The State of the Magazine Media Business, Mid-Year 2015 appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2015-08-19 00:00:00 UTC ]
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There are a ton of ‘trends’ swirling around the magazine media industry these days. A lot of it is around advertising—programmatic, The post Three Reasons Why You Marketing Pros Should Join Us at the Folio: Show appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2015-08-18 00:00:00 UTC ]
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It is a vitally important, if underappreciated, piece of real estate. The post The Virtues of the Magazine Spine appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2015-08-18 00:00:00 UTC ]
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The Bookseller is launching a children’s marketing competition for delegates of this year’s children’s conference, which will take place at the Barbican in London on the 29th September. Continue reading at The Bookseller
[ The Bookseller | 2015-08-15 00:00:00 UTC ]
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By taking a stake in Vox Media, NBCUniversal is finally getting a foothold in native digital publishing. The $200 million equity investment will see the two collaborate on digital and video advertising and video programming. The deal, announced Wednesday, will include Vox Media editors and... Continue reading at AdWeek
[ AdWeek | 2015-08-13 00:00:00 UTC ]
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Move targets growing, wealthy demographic. The post Why Boston Magazine Is Publishing a Chinese-Language Edition appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2015-08-10 00:00:00 UTC ]
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Winners (Allrecipes) and losers (the newsstand) from the first half of 2015. The post Magazine Circ Drops 2.2 Percent appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2015-08-07 00:00:00 UTC ]
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Financial results released by three major trade publishers within the last 10 days reflect the challenges publishers are facing in a market that is seeing little, if any, top-line growth. Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-08-07 00:00:00 UTC ]
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Twentieth Century Fox wants to talk to teens the way that they do with their friends, so it's using GIFs to chat with them on mobile messaging app Kik. The film studio and agency Trailer Park are launching a campaign today for the sci-fi flick Maze Runner: The Scorch Trials, the sequel to... Continue reading at AdWeek
[ AdWeek | 2015-08-06 00:00:00 UTC ]
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It’s hardly news that the magazine has become an endangered species. It’s a development I had the misfortune of witnessing first-hand during my brief but eventful tenure as assistant literary editor of the New Republic in Was ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2015-08-05 00:00:00 UTC ]
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Users of Salesforce’s Marketing Cloud on Tuesday gained easier access to Instagram’s roughly 300 million users thanks to an integration made possible by a new API.Marketers can now use Salesforce’s cloud software to buy and manage Instagram advertising, publish content and offer customer service... Continue reading at PC World
[ PC World | 2015-08-05 00:00:00 UTC ]
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Ferol Vernon of Written Word Media argues that online, email book marketing is at its most effective when addressing readers in precise verticals. The post Can Technology Replicate Word-of-Mouth Book Marketing? appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2015-08-04 00:00:00 UTC ]
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Few C.E.O.s can claim to head a one-billion dollar publishing company. John Ridding secured that status last week as the Financial Times chief executive saw Japan’s financial news giant snatch The F.T. away from Axel Springer, paying $1.3 b ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2015-07-31 00:00:00 UTC ]
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Pearson Plc moved closer to an exit from business publishing as it announced plans to dispose of its stake in the 172-year-old Economist magazine, just days after the sale of The Financial Times newspaper. Discussions with The Economist Group& ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2015-07-27 00:00:00 UTC ]
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Describe your role I’m the publicity and marketing assistant at Michael O’Mara Books. I support the department by carrying out general administrative tasks as well as posting on our social media channels, setting up competitions with third parties and running my own campaigns. What do you... Continue reading at The Bookseller
[ The Bookseller | 2015-07-25 00:00:00 UTC ]
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Those who are so quick to dismiss the launch of Oh My Vlog! and its coverage of the new breed of online superstars are missing the pointOn Wednesday afternoon, while Piers Morgan was penning his important and completely helpful musings on the concept of Nicki Minaj’s support from Black Twitter,... Continue reading at The Guardian
[ The Guardian | 2015-07-23 00:00:00 UTC ]
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Responses point to moderate interaction, but reader monetization and advertising still have a lot of catching up to do. The post Survey: Digital Magazines Still Not a Break-Out Platform appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2015-07-22 00:00:00 UTC ]
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First the Serial podcast became wildly popular. Then President Barack Obama sat down for an interview with Marc Maron for the comedian's WTF program, and the audio-only format that is podcasting was validated like never before. The developments largely flew in the face of the increasingly... Continue reading at AdWeek
[ AdWeek | 2015-07-22 00:00:00 UTC ]
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Charging VAT on digital books is “holding back the development of the ebook market in general, and especially in non-English and small-language markets”, the International Publishers Association’s (IPA) José Borghino has said. A global survey of VAT rates, conducted by the IPA and the... Continue reading at The Bookseller
[ The Bookseller | 2015-07-21 00:00:00 UTC ]
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