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 Sara Lloyd of Pan Macmillan, book marketing in 2015 is all about mobile, millennials, and the interplay of real and virtual worlds. — a topic she'll address at the LBF's Digital Minds conference next Monday. The post New Trends in Book Marketing: Mobile, Millennials and More appeared first... Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2015-04-06 00:00:00 UTC ]
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Mainstream mags may be shutting down, but specialist publishing has never been in healthier shape. So which magazines should you be subscribing to?While mainstream magazines are seeing sales fall, and long-standing titles such as Loaded are printing their final issues, the world of niche,... Continue reading at The Guardian
[ The Guardian | 2015-04-06 00:00:00 UTC ]
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"We try to heavy up in mobile because we know the consumption is there," said Vilma Vale-Brennan, managing partner-multicultural lead at media agency MEC North America.Once consumers move to a mobile device, however, they're harder to reach with targeted ads. Tracking systems -- referred to... Continue reading at Advertising Age
[ Advertising Age | 2015-04-06 00:00:00 UTC ]
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Spanish is the third most widely spoken language in the world after English and Chinese, and the revenue potential of a market consisting of 550 million Spanish speakers worldwide is not being overlooked by the publishing sector. Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-04-03 00:00:00 UTC ]
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The children’s sector outperformed the overall market in Italy in 2014, and has been “the saviour of the Italian book market”, according to Associazione Italiana Editori (AIE), the Italian publishers association. While the Italian book market declined in 2014 (–3.8% in value terms, to €2.56bn)... Continue reading at The Bookseller
[ The Bookseller | 2015-04-02 00:00:00 UTC ]
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By Ron Matejko A fter speaking to numerous professionals within various segments of the publishing industry, there's a clear consensus about the key trend for digital magazines in 2015 and it can be summed up in... Continue reading at Publishing Executive
[ Publishing Executive | 2015-04-01 00:00:00 UTC ]
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Music to the ears of people who buy and sell print ads: Martin Sorrell, the chief executive officer at WPP, says newspapers and magazines might not be getting the credit they deserve.According to a report in the Times of London, Mr. Sorrell told an audience this week at a Broadcasting Press... Continue reading at Advertising Age
[ Advertising Age | 2015-03-28 00:00:00 UTC ]
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Russell Brand has used profits from his book Revolution (Century) to help fund a café in Hackney staffed by recovering drug addicts. The Trew Era café is a social enterprise located in a housing estate that faced eviction last year by a US company. The Guardian reports that Brand backed the... Continue reading at The Bookseller
[ The Bookseller | 2015-03-28 00:00:00 UTC ]
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Once one of the leading titles in a booming lads mag sector, it hit print sales of 350,000 in 2000Loaded, one of the titles synonymous with the mid-1990s lads’ mag boom, is to close after 21 years.The last issue of the monthly magazine, which launched in 1994, is the April edition which is on... Continue reading at The Guardian
[ The Guardian | 2015-03-27 00:00:00 UTC ]
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Comedian voted on to Prospect magazine’s annual list, topped by economist Thomas Piketty, after year that saw him publish a book advocating the eradication of the nation stateThere are few figures who make the nation’s blood boil – either with sheer frustration or the spirit of revolution –... Continue reading at The Guardian
[ The Guardian | 2015-03-26 00:00:00 UTC ]
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Facebook is positioning itself to become the data, media-consumption and content-sharing backbone for the entire digital media industry. Between making user data available in its video ad network LiveRail, making its video player embeddable on publishers' websites, growing its number of... Continue reading at Digiday
[ Digiday | 2015-03-26 00:00:00 UTC ]
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Facebook is revealing its latest technology to the world this week at its annual Facebook Developer Conference in San Francisco. And while the show is geared at developers, a good chunk of the news should apply to brands and publishers that regularly use the platform, particularly with mobile... Continue reading at AdWeek
[ AdWeek | 2015-03-26 00:00:00 UTC ]
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One of the biggest names in sports is letting other publications tap into its digital audience. ESPN and content recommendation platform Outbrain announced Thursday that the two signed a multi-year, global deal. And, because Outbrain is being integrated into ESPN's in-house sales platform, it... Continue reading at AdWeek
[ AdWeek | 2015-03-26 00:00:00 UTC ]
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Marketing campaigns for books by James Patterson, David O’Doherty and Chris Judge, and Helen Walsh were named as the winners of the Best Marketing Campaign of the Year Awards today (25th March). The Book Marketing Society (BMS), which is now part of Nielsen Book, gave its annual awards at the... Continue reading at The Bookseller
[ The Bookseller | 2015-03-26 00:00:00 UTC ]
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When you think about Marriott, the hotel chain, chances are the first word you associate with the brand is not "publisher." And yet, the hotel company is attempting to rebrand itself as a media entity, in a move that's emblematic of a broader trend in content marketing. Marriott on Monday... Continue reading at Digiday
[ Digiday | 2015-03-25 00:00:00 UTC ]
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Full business model in place after 3 months in public beta. The post TV Guide Magazine Goes Live With TVInsider.com appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2015-03-24 00:00:00 UTC ]
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They agree deal to turn an online brand into print format for LondonersJamie Oliver and Time Out have gone into partnership to launch a print version of the chef’s online Food Tube brand.The first issue of the monthly “mini magazine” will be published on 28 April and will be distributed, at... Continue reading at The Guardian
[ The Guardian | 2015-03-24 00:00:00 UTC ]
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The interactive portion of the South by Southwest festival in Austin may be over, but that doesn't mean that digital media brands have packed up their bags. Several digital-facing companies and publishers have decided to activate outside the traditional period reserved for their wares, further... Continue reading at AdWeek
[ AdWeek | 2015-03-21 00:00:00 UTC ]
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Penguin Random House UK is to launch a multi-million pound Penguin-branded consumer website in the second half of this year, but chief executive Tom Weldon reiterated the company's view that it had no plans to become a retailer, claiming that it would be "quicker for PRH to burn the money". Continue reading at The Bookseller
[ The Bookseller | 2015-03-20 00:00:00 UTC ]
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A debut author has arranged a marketing and publicity campaign she estimates is worth £200,000 to support the release of her book, and which her agent said “must be unique for a first-time author”. Janet Kelly’s Dear Beneficiary, about an older woman who has a relationship with a Nigerian man... Continue reading at The Bookseller
[ The Bookseller | 2015-03-20 00:00:00 UTC ]
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