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 ]
Like they did with Snapchat in previous years, publishers are still figuring out what works and what doesn't on this latest hot new app. The post What publishers like BuzzFeed, Hearst and Vice are learning from being on TikTok appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-10-23 04:01:04 UTC ]
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New York City-based Hearst Magazines has entered into a multiyear license agreement with Crain Communications Inc. to operate Autoweek, a brand in the Detroit-based publishing company's portfolio. The deal is effective immediately, according to a Tuesday news release. Financial terms were not... Continue reading at Advertising Age
[ Advertising Age | 2019-10-15 21:53:10 UTC ]
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After nearly two years of ongoing scrutiny related to the alleged activities of its CEO, David Pecker, and chief content officer, Dylan Howard, the company now known as American Media, LLC is moving on to life after The National Enquirer, the cornerstone upon which Pecker built his tabloid... Continue reading at Folio Magazine
[ Folio Magazine | 2019-10-15 20:27:22 UTC ]
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Hearst UK continues to delve further into brand licensing to diversify its revenue streams, which, on Esquire, have doubled annually, Continue reading at Editor & Publisher
[ Editor & Publisher | 2019-10-10 18:00:59 UTC ]
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Like all publishers, Hearst is diversifying revenues to future-proof itself as print circulation is under pressure while digital advertising remains volatile. The post Hearst pushes further into brand licensing with an Esquire capsule collection appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-10-10 04:01:32 UTC ]
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Welcome to the another edition of Ad Age Sports Media Brief, a weekly roundup of news from every zone of the sports media spray chart, including the latest on broadcast/cable/streaming, sponsorships, endorsements, gambling and tech. Fear Strikes Out Viciousness and stupidity are as endemic to... Continue reading at Advertising Age
[ Advertising Age | 2019-10-04 22:01:54 UTC ]
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A staff uprising at Sports Illustrated... Following Tuesday's New York Post report that editor-in-chief Chris Stone is exiting Sports Illustrated after 27 years with the magazine, The Wall Street Journal added late Wednesday evening that the brand's new operator, TheMaven Inc., is planning to... Continue reading at Folio Magazine
[ Folio Magazine | 2019-10-03 20:41:59 UTC ]
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Vice Media Inc., the youth-oriented media company, agreed to acquire the online publisher Refinery29, seeking to reignite growth by reaching a young female audience. The deal marks the biggest move yet by Vice Chief Executive Officer Nancy Dubuc, who has been trying to revive the once... Continue reading at Advertising Age
[ Advertising Age | 2019-10-02 19:51:02 UTC ]
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Apple has rolled out its publisher subscription service, Apple News+, to the U.K. some six months after announcing it in the Continue reading at Editor & Publisher
[ Editor & Publisher | 2019-10-01 19:00:00 UTC ]
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As with all publisher relationships with platforms, there are trade-offs to be made, depending on how far advanced publishers' subscription businesses are. The post Apple News+ launches in the UK with The Times and Hearst on board appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-09-30 18:05:44 UTC ]
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Hearst's new imprints draw on its magazines to build lifestyle and children's books, the worldwide distribution contract going to PRH Publisher Services. The post Hearst Launches Two Book Imprints, Partners with PRH on Distribution appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2019-09-27 02:23:26 UTC ]
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Hearst Magazines has announced the launch of two new illustrated lifestyle book imprints, Hearst Home and Hearst Kids, which are designed to take advantage of the media company’s portfolio of brands. Continue reading at Publishers Weekly
[ Publishers Weekly | 2019-09-26 04:00:00 UTC ]
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The climate activists release their first print publication this week. But does a crisis-hit planet make for winning journalism?In a move that feels more than slightly ironic, the climate activists Extinction Rebellion have decided to go into a media on the brink of extinction, having released... Continue reading at The Guardian
[ The Guardian | 2019-09-25 16:31:16 UTC ]
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Welcome to Ad Age’s Wake-Up Call, our daily roundup of advertising, marketing, media and digital news. If you're reading this online or in a forwarded email, here's the link to sign up for our daily newsletter. You can also get an audio version of this briefing on your Alexa device. Day One of... Continue reading at Advertising Age
[ Advertising Age | 2019-09-24 10:00:00 UTC ]
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Welcome to Ad Age’s Wake-Up Call, our daily roundup of advertising, marketing, media and digital news. If you're reading this online or in a forwarded email, here's the link to sign up for our daily newsletter. You can also get an audio version of this briefing on your Alexa device. Tinder’s... Continue reading at Advertising Age
[ Advertising Age | 2019-09-18 10:00:00 UTC ]
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Ad Age’s Launch Pad offers brief looks at new products and activations of interest to marketers and media people. Outdoor retailer REI today launched Uncommon Path, a quarterly print magazine, in partnership with HearstMade, the division of Hearst Magazines that produces Airbnb Magazine with... Continue reading at Advertising Age
[ Advertising Age | 2019-09-17 18:14:21 UTC ]
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Hearst Autos used an old school marketing method this week to tout its new look, with an eye-catching newsstand pop-up plopped in the middle of New York Fashion Week. Execs began rolling out Hearst Autos' new look, which is intended to "simplify" the brand, in June, said chief marketing officer... Continue reading at AdWeek
[ AdWeek | 2019-09-11 15:07:03 UTC ]
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Ad Age’s Launch Pad offers brief looks at new products and activations of interest to marketers and media people. At a time when newsstands in New York City are either shrinking or shutting down (and turning into garish vape shops when they do), the media capital of the world just got a... Continue reading at Advertising Age
[ Advertising Age | 2019-09-10 17:20:34 UTC ]
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Women’s title will continue online and overseas print editions are unaffectedThe UK edition of Marie Claire is to cease publication after 31 years as the monthly women’s title joins a growing list of magazines that have succumbed to the shift to digital reading.A version of the magazine – which... Continue reading at The Guardian
[ The Guardian | 2019-09-10 11:45:36 UTC ]
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When a large U.S. newspaper cuts print publication days or curtails home delivery, headlines may scream media apocalypse. But for Continue reading at Editor & Publisher
[ Editor & Publisher | 2019-08-27 15:09:04 UTC ]
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