Why Brands and Celebs Still Want Their Own Print Magazines

When Doug Olson, the president and general manager of Meredith magazines, reaches for an analogy to describe the launch of Magnolia Journal, his mind goes immediately to O, The Oprah Magazine. “It’s the first time in our history at Meredith that the largest retailers in the business called back on day one, and said, ‘We’re already sold out. Can you send more copies?’” The quarterly lifestyle magazine, based on a partnership with Joanna and Chip Gaines, the stars of HGTV’s “Fixer Upper,” debuted in the fall of 2016 as a newsstand-only title with an initial run of 400,000 copies. Within a year, the publication claimed a rate base of 1.2 million through full-price, direct-to-consumer subscriptions and newsstand placements with an average sell-through rate of 60 percent, Meredith says, more than twice the industry average. Those numbers can’t put Magnolia Journal in quite the same league as O, a Hearst title whose rise was so meteoric it was outselling the top women’s magazines in the country with a circulation of over two million within months of its launch in 2000. But the intervening 18 years have seen audiences move en masse from print and live TV to digital platforms, making the magazine’s apparent success all the more remarkable. Even more striking is the genesis of its founding partnership. O, multiple sources say, would never have come to fruition had editor Helen Levine not persuaded the TV personality she needed an outlet with the quasi-religious power of the... Continue reading at 'Folio Magazine'

[ Folio Magazine | 2018-06-28 00:00:00 UTC ]
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